[AlexanderHanff]

The fine is largely irrelevant, now they have faced enforcement we have a decision to file a Representative Actions Directive (equivalent of a US class action) claim with - the cost of that will be 100-1000x more than the fine and will likely lead to shareholder revolt as well (institutional shareholders will likely sue the parent Currys PLC for breach of fiduciary duty and not disclosing these issues during earnings calls and annual reports.)

So the fine is the first step to a much wider legal action.

The fine also puts other loyalty clubs on notice that if they do this, they are going to face consequences - so it has a much wider impact than simply monetary.

[Hikikomori]

Did Elgiganten change how it works yet?

Just for fun I signed up. During the signup they say that by becoming a member you accept that they will send things via email etc, but its optional to accept this, you can still click the signup button but then you don't get membership status, you just get an account. Then on the kundklubb page it says that you are not a member, if you click join it will automatically enable email, sms and phone communication, but you can disable them.

[AlexanderHanff]

Yes this is the difference, they did not allow you to opt out previously, they explicitly said that if you want to be in the club you have to accept their spam. Now they allow you not to accept their spam.

Now they rely on Soft Opt-In (which again might not be valid in your case, if you signed up to their site but didn't actually buy anything the soft opt-in exemption does not apply) so you may still have an actionable complaint here.