ICO publishes guidelines on direct marketing

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By Tristan Mutimer

The Data Protection Act 1998 (DPA) is based on eight data protection principles. The DPA protects individuals’ personal data and places obligations on organisations to process that personal data fairly and safely.

The DPA applies to direct marketing by mail. The DPA defines direct marketing as ‘the communication [by whatever means] of any advertising or marketing material that is directed to particular individuals’.

The definition also applies to electronic marketing carried out under the Privacy and Electronic Communications (EC Directive) Regulations 2003 as amended by the Privacy and Electronic Communications (EC Directive) (Amendment) Regulations 2011…

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