[Livia]

Morrisons will take the information your loyalty card gives them, they'll use it to tailor offers for you and they'll probably use someone like Experian who'll tuck you into a nice little category based on what you buy. Then Experian will sell that data on to political parties, marketing companies, anyone who'll pay them. I can almost guarantee that every political party in your area with access to the electoral roll will have a Mosaic Code by your name, telling them what type of person you are and how much cash you're likely to have. Morrisons will make more money from your data than they will give away. They can poke their loyalty card, as can every other shop with a loyalty scheme.