Morrison’s, a UK grocery chain, has been fined by Britain’s Information Commissioner’s Office (ICO) for sending marketing emails to customers who had opted out of receiving email advertising from the store. The chain was found to have sent out 130,671 emails to opt-out customers at the end of 2016 and so has been fined £10,500 ($13,373). The emails in question asked recipients to change their marketing preferences to receive coupons and newsletters, a practice that violates the nation’s Privacy and Electronic Communication Regulations (PECR). This law contains specific rules for marketing communications, cookies, communications security, itemized billing, and customer location data. The ICO stated that enforcement of the PECR through fines will also help to prepare for corporate adherence to the EU’s General Data Protection Regulation (GDPR).