The UK General Data Protection Regulation (UK GDPR) and Privacy and Electronic Communications (EC Directive) Regulations 2003 (PECR 2003) cover telephone marketing, postal marketing, email marketing and other electronic mail direct marketing.
The Information Commissioner’s Office (ICO) has published guidance on service messages, refer-a-friend campaigns, regulatory communications, market research including selling under the guise of research (sugging), tracking pixels, marketing lists, suppression lists and preference centres:
Direct marketing guidance
Guidance on direct marketing using live calls
Guidance on direct marketing using electronic mail
The ICO has also published a draft Direct marketing code of practice but the final code remains outstanding.
Guidance and tools on direct marketing include:
| Practice Notes | Precedents | Flowcharts |
| How to handle personal data for direct marketing Direct marketing compliance Direct marketing—practical examples Direct marketing—UK GDPR and PECR 2003 interplay | Direct marketing policy—data protection compliance Preference centre supplier questionnaire Legitimate interest assessment—data processing—short form Legitimate interest assessment—data processing Consent to process personal data—sample wording | Direct marketing decision tree—email and other electronic mail marketing—data protection Direct marketing decision tree—live telephone calls—data protection Direct marketing decision tree—postal—data protection |
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