News article

Direct marketing: proposed code of practice

29 January 2020

Draft code of practice for business carrying out direct marketing 

The Information Commissioner's Office (ICO) is seeking views on a new draft direct marketing code

The draft code of practice aims to provide practical guidance and promote good practice in regard to processing for direct marketing following data protection and e-privacy rules. The draft code covers the legislation as it currently stands – which for e-privacy means the Privacy and Electronic Communications Regulations 2003 (PECR).

The draft code takes a life-cycle approach to direct marketing. It starts with a section looking at the definition of direct marketing to help you decide if the code applies to you, before moving on to cover areas such as planning your marketing, collecting data, delivering your marketing messages and individuals rights.

Have your say
The public consultation on the draft code will remain open until 4 March 2020.

You can download the consultation document and email your response to