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ICO Issues Direct Marketing Guidelines
The Information Commissioner’s Office (ICO) has issued new guidelines (45 pages) on the conduct of direct marketing, which confirms that electronic marketing campaigns directed towards consumers require clear and specific consent to be given by the recipient.
The guidance starts with a broad overview of the relevant law. This is followed by separate sections on what counts as direct marketing, what counts as consent, the specific rules on calls and texts, faxes, mail and online marketing, and the use of marketing lists.
With the ICO able to fine those that break its rules on electronic marketing up to £500,000, it is essential to make sure that you comply with the regulations.
The contents of this article are intended for general information purposes only and shall not be deemed to be, or constitute legal advice. We cannot accept responsibility for any loss as a result of acts or omissions taken in respect of this article.