O2 has ditched personalised mailshots for Sim cards which are ordered online after the company was forced to apologise last month to a British-Iraqi family living in North London who received missives addressed to “Mr Isis Terroriste” and “Mr Getout Ofengland”.
The decision comes despite claims that there is “a rigorous data-cleansing process in place” at the print company which handles its automated mailings, Williams Lea Tag.
The mobile giant claims that human checks are in place but only once a query has been identified and in this particular case no query had been raised before postage.
O2 said it was now reviewing the whole process but had changed its system so the envelopes for the free Sim cards would no longer be personalised but addressed to “O2 customer”.
In a statement the company said: “It’s saddening to think that some members of the public have decided to exploit this free service to send hateful mail.”
When the news first broke, one industry insider told Decision Marketing: “O2 should be hanging its head in shame. With all the data cleansing products on the market, this sort of thing is easily flagged up way before it even gets to the postage stage. To claim it has rigorous process in place is utter bunkum.”
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