The
UK
Information
Commissioner’s
Office
(“ICO”)
recently
published
a
package
of
detailed
guidance
and
checklists
for
direct
marketing
activities.
The
ICO’s
new
webpage
on
direct
marketing
now
includes
various
resources,
including
specific
guidance
for
SMEs,
business-to-business
marketing,
and
organizations
using
the
marketing
services
of
data
brokers,
as
well
as
direct
marketing
FAQs
and
checklists,
and
a
training
module
for
businesses.
The
guidance
provided
by
the
ICO
covers
organizations’
responsibilities
under
the
Data
Protection
Act
2018
and
UK
General
Data
Protection
Regulation
where
direct
marketing
activities
involve
the
use
of
personal
data,
as
well
as
the
UK
Privacy
and
Electronic
Communications
Regulations
2003
(“PECR”),
which
governs
the
use
of
electronic
marketing
messages,
such
as
phone
calls,
emails
or
text
messages.
PECR
applies
to
direct
marketing
activities
even
where
personal
data
is
not
involved.
