Information Commissioner launches consultation on direct marketing code

Charlie Spargo's picture

A new code of conduct is being drafted by the Information Commissioner's Office (ICO), with a consultation period open until March 4th.

The UK's regulator for data protection is producing a direct marketing code of practice, as required by the Data Protection Act. Published later in 2020, the code will act as a framework to help those conducting direct marketing stay in accordance with privacy laws.

Regulations include GDPR - which was introduced across the European Union in May 2018 - as well as the 2018 Data Protection Act and the Privacy and Electronic Communications Regulations of 2003.

The code is planned to take a "life-cycle" approach to planning. According to the regulator, "It starts with a section looking at the definition of direct marketing to help you decide if the code applies to you, before moving on to cover areas such as planning your marketing, collecting data, delivering your marketing messages and individuals rights [sic]."

The draft code can be downloaded on the ICO's website. It was created following a call for views from marketers and specialists at the end of 2018.