ICO launches consultation on the draft direct marketing code of practice

Public consultation for the UK draft direct marketing code of practice is now open.

Earlier this month the ICO launched a public consultation on its draft direct marketing code of practice.  This draft code has been produced in accordance with section 122 of the Data Protection Act 2018.

According to the ICO, the draft code of practice aims to provide practical guidance and promote good practice in regards to processing for direct marketing purposes in compliance with data protection and e-privacy rules. The ICO further notes that The draft code covers the legislation as it currently stands which for e-privacy means the Privacy and Electronic Communications Regulations 2003 (PECR).

Who is the code applicable to?

The code applies to any business which processes personal data for direct marketing.

Directing marketing is expounded by the ICO to include the promotion of aims and ideals as well as advertising goods or services. Any method of communication which is directed to particular individuals could constitute direct marketing. Direct marketing purposes include all processing activities that lead up to, enable or support the sending of direct marketing,says the ICO.

Draft Direct Marketing code of practice overview:

The code provides guidance in regards to:

Planning marketing activities – Data protection by design
Generating leads and collecting contact details
Profiling and data enrichment
Sending direct market messages
Online advertising and new technologies
Selling or sharing data
Individual rights

The ICO notes that by following the code along with along with other ICO guidance will enable companies to comply with the GDPR and PECR.

The public consultation on the draft code will remain open until 4 March 2020.

Aphaia provides both GDPR and Data Protection Act 2018 consultancy services, including data protection impact assessments and Data Protection Officer outsourcing.  Contact us today.

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