Privacy and data protection in direct marketing
The Privacy and Electronic Communications Regulations
Key elements of the regulations are that you must obtain consent before installing cookies on a user's machine and in some cases you must have the customer's specific consent to be able to send them electronic marketing. If an individual has opted out of receiving marketing information, you are not allowed to send it.
To comply with the regulations you must:
- Ensure that you have the customer's consent to electronically market to them by phone, fax or email.
- Identify yourself when you carry out marketing.
- Provide appropriate contact details when sending marketing material or messages so that the individual or organisation receiving the marketing can contact you. This should be a postal address, email address or Freephone number.
For telephone marketing, you must identify yourself. You must also give your address or Freephone number if the person you are calling asks for it.
For more information on the rules applying to different forms of electronic marketing, see electronic, email and telephone marketing regulations.