Integritetsskyddsmyndigheten (IMY, Sweden) — Bonnier News AB
IMY fined Bonnier News SEK 13 million for profiling customers and website visitors for marketing without consent, holding such extensive profiling requires consent and cannot rely on legitimate interest; upheld by the administrative court in Feb 2025.
Key takeaway — how to prevent this
Automated decision-making and risk-scoring must be tested for discrimination and be explainable to those affected; opaque algorithms applied to people draw regulatory action.
Case brief
Read from the source document on 2026-09-19. Every holding carries a short verbatim quote from that text (in SV, the document's language).
- Decided by
- Integritetsskyddsmyndigheten
- Parties
- Integritetsskyddsmyndigheten v. Bonnier News AB
- Decision date
- June 26, 2023
- Remedy
- IMY imposed an administrative fine of 13 million SEK on Bonnier News AB for customer profiling without consent.
- Appeal
- Appeal pending
Key holdings
IMY imposed an administrative fine of 13 million SEK on Bonnier because the group profiled its customers and website visitors without their consent.
“IMY har utfärdat en administrativ sanktionsavgift mot Bonnier på 13 miljoner kronor. Detta för att koncernen profilerat sina kunder och webbesökare utan deras samtycke.”
Bonnier collected personal data from multiple sources to use for targeted digital advertising, direct mail, and telemarketing.
“Bolaget samlar in uppgifter från flera olika källor som sedan används för riktad annonsering på webben, marknadsföring som skickas via fysisk post och telefonförsäljning.”
The Administrative Court dismissed Bonnier's appeal on February 4, 2025, and the case was further appealed to the Administrative Court of Appeal, which granted leave to appeal.
“Bonnier överklagade IMY:s beslut som fastställdes av förvaltningsrätten den 4 februari 2025. Bonnier har överklagat förvaltningsrättens dom till kammarrätten.”
In plain English
The Swedish Privacy Authority (IMY) conducted a GDPR investigation into Bonnier News AB regarding how the company collects and processes personal data for marketing purposes. The investigation revealed that the company gathered personal data from multiple sources to use for targeted digital advertising, direct mail marketing, and telemarketing. IMY determined that Bonnier News AB engaged in profiling of its customers and website visitors without obtaining their required consent. On June 26, 2023, IMY issued an administrative fine of 13 million SEK against Bonnier News AB. Bonnier appealed IMY's decision to the Administrative Court. On February 4, 2025, the Administrative Court dismissed the appeal in case number 14531-23 and upheld the decision. Bonnier subsequently appealed the ruling to the Administrative Court of Appeal, which granted leave to appeal. Additionally, IMY reviewed another entity within the Bonnier group, formerly Bonnier Magazine and Brands and now Expressen Lifestyle, regarding information provided about legal bases for data collection. Because the entity took immediate corrective action to update its website information and the deficiency lacked severe consequences, IMY issued only a reprimand for that matter.
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