The Information Commissioner's Office has released 2 new sets of guidance dealing with direct marketing, one for individual and one for businesses.
Individuals
The guidance for individuals deals with the rights under the Privacy and Electronic Communications (EC Directive) Regulations 2003 and the Data Protection Act 1998. The guidance explains:
- The rights of individuals to prevent their personal details being used for direct marketing;
- The steps an individual can take if they receive marketing they believe may be breaking the law; and
- What companies need to do if they wish to send individuals direct marketing.
Of course, whilst this note is aimed at individuals, any company involved in direct marketing ought to be aware of the individual's view of the law given by this sort of guidance.
View the Guidance Note (you will need PDF).
Businesses
The guidance for businesses and organisations deals with Corporate Telephone Preference Service (CTPS). It explains how:
- Organisations can register their number on the CTPS to help them reduce the number of unwanted direct marketing calls they receive; and
- The rules regarding the CTPS for organisations making direct marketing calls.
It also outlines the steps organisations can take if they believe that a caller is breaking the law.
The Telephone Preference Service and the Corporate Telephone Preference Service are operated by the Direct Marketing Association. Visit the telephone preference service website for more informaiton.
View the Guidance Note (you will need PDF).
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