The following IP guidance note provides comprehensive and up to date legal information covering:
This Practice Note analyses the legal and commercial issues arising out of direct marketing activities. It covers the following:
What is direct marketing?
Regulatory regime overview
PECR 2003 overview
Postal and other non-electronic marketing
Telephone marketing (live calls)
Email, text and social media messaging
Viral marketing and refer-a-friend
Lead generation and marketing lists
Information requirements for direct marketing
Other legislation relevant to direct marketing
In relation to the data protection aspects of direct marketing, this Practice Note is based on the law under the General Data Protection Regulation (GDPR) which became directly applicable on 25 May 2018.
The Privacy and Electronic Communications (EC Directive) Regulations 2003 (PECR 2003) are due to be replaced by a new EU ePrivacy Regulation although it is not yet known when it will come into force. For more information on the ePrivacy Regulation, see: PECR 2003 overview below. For updates on its progress through the EU legislative process, see Practice Note: ePrivacy Regulation—timeline.
For flowcharts covering the primary direct marketing channels, see:
GDPR compliance—direct marketing decision tree—email and other electronic marketing
GDPR compliance—direct marketing decision tree—live telephone calls
GDPR compliance—direct marketing decision tree—postal
Direct marketing is the targeting of advertising to specific individuals. The most common channels of direct marketing are:
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