Information Commissioner's Office consults on draft direct marketing code

The consultation opened today and will run until 4 March

The Information Commissioner’s Office has published new draft guidance on direct marketing and data protection, and is asking charities and other organisations for their views.

The ICO is seeking feedback on its draft Direct Marketing Code of Practice, through a consultation that opened today.

In a statement the ICO said the purpose of the draft code was to promote good practice and explain how to comply with the requirements of legislation including the General Data Protection Regulation and the Privacy and Electronic Communications Regulations.

The ICO said the code took a "life-cycle approach to direct marketing", beginning with helping users decide if the code applied to them, before moving on to the planning of marketing, collecting data, delivering marketing messages and the rights of individuals.

The guidance contains practical examples to help explain the requirements placed on organisations that are involved in direct marketing, including one that says it is good practice for a charity’s corporate partners to check their mailing lists against the charity’s suppression lists before sending out materials promoting the partnership.

The guidance warns that organisations, including charities, will still need to comply with the PEC regulations when they are doing dual-branding promotions with third parties, even if they do not have access to the data of the people who are receiving the marketing.

The ICO said it planned to produce extra practical tools such as checklists to complement the code and support organisations that do direct marketing.

The consultation on the draft code will close on 4 March.

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