Debenhams has been hit with complaints to the Information Commissioner’s Office from shoppers who claim they have struggled to unsubscribe from the its marketing emails.
The UK data watchdog confirmed it had received complaints concerning the “complexity of Debenhams’ unsubscribe process” as well as repeated requests asking customers to leave reviews.
The ICO told City AM it monitors patterns in complaints to identify areas of concern and focus on issues that could pose the greatest risk of harm to consumers.
However, the watchdog has not confirmed that it has launched a formal investigation into the retailer.
One shopper claimed they were required to untick five boxes across each of 15 brands within Debenhams Group, alongside a further 19 options in the main Debenhams subscription section.
The customer said this amounted to 94 boxes and claimed marketing emails continued to arrive even after they had opted out of each one.
The ICO said consumers receiving unwanted marketing messages can ask companies to stop contacting them and should follow any unsubscribe instructions contained within the emails.
If there is no opt-out option, shoppers can contact the company directly and request that the marketing stops.
UK organisations handling personal information are also now subject to new data protection complaint requirements introduced in June, which require businesses to provide a clear complaints process, acknowledge complaints within 30 days, investigate them appropriately and communicate an outcome.
The ICO has powers to take regulatory action where data protection laws have been breached, including requiring organisations to change their practices and, in some cases, issuing financial penalties.
UPDATE A Debenhams Group spokesperson told Retail Gazette: “The ICO have not contacted us. We adhere to the standard data protection requirements and if we are made aware of an issue, we seek to resolve this as a matter of urgency.”
Debenhams pushes ahead with turnaround
The complaints come as Debenhams Group, formerly Boohoo Group, continues its wider turnaround under chief executive Dan Finley.
It has shifted Debenhams towards a stock-light marketplace model, bringing third-party brands onto its ecommerce platform rather than owning all of the stock it sells.
Debenhams Group said the strategy was designed to create a leaner, more profitable business, with the turnaround of the Debenhams brand being used as a blueprint for its wider portfolio.
Last week, the group reported a 13.9 per cent rise in adjusted EBITDA to £24m for the six months to 31 August, as PrettyLittleThing, Boohoo and Karen Millen returned to growth and its marketplace strategy continued to gain traction.
The business has also been reducing costs and disposing of assets as part of the overhaul, including agreeing the £90m sale of its Sheffield distribution centre earlier this month.
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