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Direct Marketing Advice

Online Marketing Phone on desk

Outline

A company selling insurance cover for domestic appliances had received a letter from the Information Commissioner’s Office (ICO) following a complaint made about them in relation to how they market their products to individuals.

Response

We advised the company that when conducting direct marketing, it is important to comply with all the relevant legislation and guidance including:

  • The General Data Protection Regulation (GDPR)
  • The Data Protection Act 2018 (DPA 2018)
  • The Privacy and Electronic Communications Regulations (PECR) and
  • The ICO Guidance

In addition to the above and depending on how the marketing is carried out, you need to screen your database against the following:

  • Your own suppression list
  • The Mail Preference Service
  • Telephone Preference Service (for individuals and sole traders)
  • The Corporate Telephone Preference Service (for organisations)
  • The Fax Preference Service and
  • The Fundraising Preference Service (charities)

Whilst most organisations are now aware of the GDPR, many are still not familiar with the preference services referred to above or the provisions of the PECR, which set out requirements in relation to direct marketing by electronic means (telephone, email, SMS etc).