Guide

Privacy and data protection in direct marketing

Introduction

Direct marketing is any marketing or advertising material that is directed at particular individuals. It includes messages trying to sell goods or services and those promoting an organisation or its values, such as charities or political parties . Direct marketing could be an email advertising car insurance or a phone call from a charity asking for a donation. It does not include calls that are purely for market research.

This guide explains what you need to do to comply with the Data Protection Act and the Privacy and Electronic Communications Regulations when carrying out direct marketing activities.