Document history and version control
Privacy and Electronic Communications Regulations
Direct marketing
ICO lo
Direct marketing
Data Protection Act Privacy and Electronic Communications Regulations
Contents
Introduction ............................................................................. 3 Overview ................................................................................. 5 Legal framework ......................................................................6
Data Protection Act ................................................................7 Privacy and Electronic Communications Regulations ...................8 Other regulation .................................................................. 10 ICO enforcement .................................................................... 11 Direct marketing .................................................................... 13 The definition of direct marketing .......................................... 13 Market research and `sugging' ............................................... 14 Charities, political parties and other not-for-profit organisations 15 Solicited and unsolicited marketing ........................................... 18 Consent ................................................................................ 19 The definition of consent ...................................................... 20 Implied consent................................................................... 24 Methods of obtaining consent ................................................ 26 Opt-in and opt-out boxes...................................................... 27 Indirect (third party) consent ............................................... 29 Time limits.......................................................................... 33 Proof of consent .................................................................. 34 Marketing calls ....................................................................... 35 General rule: screen live calls against the TPS......................... 35 Fairness ............................................................................. 37 The right to opt out.............................................................. 38 Automated calls................................................................... 39 Business-to-business calls .................................................... 39 Marketing texts and emails ...................................................... 39 General rule: only with consent ............................................. 39 Existing customers: the `soft opt-in' ....................................... 40 The right to opt out.............................................................. 43 Business-to-business texts and emails ................................... 44
Direct marketing 20180306 Version: 2.3
Other types of direct marketing................................................ 44 Marketing faxes ................................................................... 45 Marketing online .................................................................. 45 Marketing mail .................................................................... 46
Lead generation and marketing lists ......................................... 47 Generating leads ................................................................. 47 Selling a marketing list ......................................................... 49 Buying a marketing list......................................................... 51 In-house marketing lists ....................................................... 54 Suppression ........................................................................ 55
Other considerations ............................................................... 57 More information .................................................................... 57
Direct marketing
2
20180306
Version: 2.3
Introduction
This guidance has been updated to include `GDPR update' boxes. These updates signpost key differences in the new data protection regime that will affect those wanting to conduct direct marketing from 25 May 2018 onwards, and link to new sources of relevant GDPR guidance.
We will be consulting on a Direct Marketing Code of Practice in due course to replace and update this guidance in more detail.
For more information on the GDPR, see our Guide to the GDPR.
1. The Data Protection Act 1998 (the DPA) is based around eight principles of good information handling. These give people specific rights in relation to their personal information and place certain obligations on those organisations that are responsible for processing it.
2. The Privacy and Electronic Communications (EC Directive) Regulations 2003 (PECR) provide rules about sending marketing and advertising by electronic means, such as by telephone, fax, email, text and picture or video message, or by using an automated calling system. PECR also include other rules relating to cookies, telephone directories, traffic data, location data and security breaches.
3. An overview of the main provisions of the DPA and PECR can be found in The Guide to Data Protection and The Guide to the Privacy and Electronic Communications Regulations.
4. This is part of a series of guidance, which goes into more detail than the Guides, to help organisations to fully understand their obligations and to promote good practice.
5. This guidance explains the DPA and PECR rules on direct marketing ? with a focus on calls and texts to individuals ? and how this affects lead generation and the use of marketing lists. It will help responsible organisations to keep within the law and maintain a good reputation with customers, and sets out what enforcement action the ICO can take against those who ignore the rules.
Direct marketing
3
20180306
Version: 2.3
6. This guidance can be read end-to-end for a full discussion of the issues, but it does not have to be used in that way. It has been designed so that organisations can dip in and out as necessary, using the links in the contents page to go directly to particular issues of concern. The text of each section will provide further links to other relevant parts of the guidance.
7. The guidance starts with a broad overview of the law, then contains separate sections on what counts as direct marketing, what counts as consent, the specific rules on calls and texts, and the use of marketing lists. We have also published a separate direct marketing checklist (pdf) to help organisations comply with the law and good practice.
Direct marketing
4
20180306
Version: 2.3
................
................
In order to avoid copyright disputes, this page is only a partial summary.
To fulfill the demand for quickly locating and searching documents.
It is intelligent file search solution for home and business.
Related download
- understanding the types of direct marketing words you want
- document history and version control
- choosing direct marketing channels for agricultural products
- impact of marketing strategy on business performance a
- new guidance on direct marketing
- successful direct mail envelopes tension envelope
- les différents types de marketing
- marketing channels and wholesaling
- chapter 5 marketing strategies an overview 5 1
Related searches
- surgery history and physical
- surgery history and physical form
- surgical history and physical requirements
- cms history and physical surgery
- outpatient history and physical guidelines
- pre surgery history and physical
- pre surgical history and physical
- history and physical before surgery
- starbucks history and background
- edible flea and tick control for dogs
- word document find and replace
- oral tick and flea control for dogs