Mother's Day: MP suggests companies let people opt-out of promotional marketing

He said promotional emails can be 'a reminder of what you have lost'

MP says Mother's Day marketing emails can be a 'trigger' (Stock)

An MP has asked companies to allow customers to opt-out of promotional Mother’s Day marketing emails as they can act as a “trigger”.

Speaking in the Commons, Matt Warman, who lost his own mother in 2009, said the promotions ahead of the holiday can be “a reminder of what you have lost” and the marketing watchdog should consider implementing a voluntary code.

"I know from personal experience the dread that seemingly innocent marketing for Mother’s Day, or indeed Father’s Day, can bring for so many who have lost a loved one," Mr Warman said, according to Her. ie. “I was 27. I was not a child but I was, I think, too young to bear some of the sadness I felt in 2009.”

According to Mr Warman, allowing people to opt out will make a “huge difference”.

The MP also referenced the flower delivery company Bloom and Wild, which announced it would be offering the option to not receive Mother’s Day promotional emails to its customers ahead of the holiday.

Sara Gordon, brand and creative director at Bloom and Wild, previously told The Independent the company decided to implement the policy after speaking to customers who said that the time of year can be difficult.

Of the flower company’s decision, Mr Warman said: “They have given customers the opportunity to opt out of Mother's Day emails because they recognise it can be a very sensitive time for some.”

The policy has been praised online, where people have thanked Bloom and Wild for the thoughtful gesture.

“As someone who lost their Mum and Nanna, this is amazing. I know many people celebrate but it’s not always nice getting constant reminders,” one person wrote.