Intended for healthcare professionals


Sixty seconds on . . . Emma’s Diary

BMJ 2018; 363 doi: (Published 09 October 2018) Cite this as: BMJ 2018;363:k4237
  1. Abi Rimmer
  1. The BMJ

Sounds racy!

Sadly, Pepys this is not. Emma’s Diary is a commercial company that provides pregnancy advice (and advertising) to women through its website, app, and magazine. It also provides health advice which, until recently, was affiliated with the Royal College of General Practitioners.

Oh baby, what happened?

In August, the Information Commissioner’s Office fined Lifecycle Marketing (Mother and Baby) Ltd—the company also known as Emma’s Diary—£140 000 (€159 000; $183 000) for illegally collecting and selling personal information belonging to …

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