France's largest internet operator Orange was on Tuesday slapped with a fine of €50 million ($53-million) fine for sending unsolicited adverts resembling emails to customers. The company says it will appeal what it calls a "disproportionate" amount.
Orange is France's leading telecommunications firm, with a popular email service.
"Internet access and email service provider Orange used its email service to introduce advertisements" that resembled emails in customers' message feeds, said Louis Dutheillet de Lamothe, deputy head of France's privacy watchdog CNIL.
Advertisers in France are required to obtain permission before sending material to a person's email address, and CNIL considered Orange's actions were equivalent to that even if users' addresses were not used to display the ads between their emails.
CNIL said more than 7.8 million users received the unsolicited ads.
CNIL "took into account the fact it was a breach that generated money" for Orange, Dutheillet de Lamothe told French news agency AFP.
Orange said in a statement to AFP that it would appeal against the fine to the top administrative court, branding the amount "totally disproportionate".
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The advertisements represented "neither a breach nor a lapse in security but common market practice that did not involve any use of customers' personal data", it said.
The company also said it had not received any warning about the matter before being fined.