Hmmm.... I wonder how this fits in under the European data protection laws. From my reading of the UK DPA it would be illegal for BA to search and store inform

Hmmm.... I wonder how this fits in under the European data protection laws. From my reading of the UK DPA it would be illegal for BA to search and store information about me without me giving them permission to use the information about me for that purpose. Since they mention the act in the article I'm guessing that it's opt-in and not a problem.