The Information Commissioner’s Office has fined commercial pregnancy and parenting club Bounty some £400,000 for illegally sharing personal details of more than 14 million people.

The organisation, which dishes out advice to expectant and inexperienced parents, has faced criticism over the tactics it uses to sign up new members and was the subject of a campaign to boot its reps from maternity wards.

Now Bounty’s data protection practices have fallen under the gaze of the ICO: a probe found it collated personal information to generate membership registration, via its website, mobile app, merchandise pack claim cards and from new mums at hospital bedsides.

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