This How-to guide provides high-level practical guidance on direct marketing, in particular how to comply with the UK General Data Protection Regulation (UK GDPR) and Privacy and Electronic Communications (EC Directive) Regulations 2003 (PECR 2003). More detailed guidance can be found in Practice Note: Direct marketing compliance. This How-to guide summarises key requirements relating to telephone marketing, postal marketing, email marketing and other electronic mail direct marketing. It also flags the need to screen against the Mailing Preference Service or Telephone Preference Service (TPS). This guide takes account of direct marketing guidance published by the Information Commission’s Office (ICO) 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. It reflects the ICO’s: • Direct marketing guidance, and • Guidance on direct marketing using live calls and Guidance on direct marketing using electronic mail Understanding the law Any direct marketing activity that uses personal data is caught by the data protection regime, ie the UK