The Knowledge Guide to Data Protection 2: Using data to market to customers

The development of new technologies has significantly enhanced the ability of organisations to collect and process information about individuals, often with wide-reaching benefits. From a marketing perspective, it is now far easier to know more about your customers. This has also highlighted the importance of safeguards being put in place, particularly given concerns about that information being used in unwarranted and intrusive ways.

As direct marketing involves the processing of personal data, marketers need to comply with the Data Protection Act and the Electronic Communications Regulations This guide not only covers the DPA and PECR, but also explores the DMA's Code of Practice and the UK CAP Code.