I don't know if they've changed it, but when I had Lovefilm (late 2011) I found that they sent a huge amount of personal information to advertisers.
This included what movies you were looking at (even if you just looked at a movie page without watching it), your postal code, which lovefilm package you were subbed to, if you had games consoles, how long you were a member for, etc.
This included what movies you were looking at (even if you just looked at a movie page without watching it), your postal code, which lovefilm package you were subbed to, if you had games consoles, how long you were a member for, etc.
This data wasn't even sent over SSL.
Completely killed lovefilm as an option for me.