I told them forced consent was unlawful. 5 years later it cost Elkjop €1.8M

# Summary After discovering that Elkjop's customer club forced members to choose between receiving marketing emails or canceling their membership entirely, a privacy advocate filed a complaint with Swedish regulators in 2021, arguing the arrangement violated GDPR rules requiring freely given consent to direct marketing. Five years later, the case resulted in a €1.8 million fine against Elkjop Nordic AS, as regulators determined the company had illegally bundled consent to marketing with membership benefits.