Direct Marketing And Privacy

In today’s digital world, personal data has become a valuable resource for businesses. One of the principal uses of personal data collected by businesses is direct marketing. Many businesses have adopted direct marketing as a key strategy for promoting their business activities and services. The widespread use of direct marketing has also increased unsolicited communications, raising concerns about consumer privacy. This brief outlines the law on direct marketing and unsolicited communications, the obligations on businesses and the rights of consumers. 

What is Direct Marketing

Direct marketing refers to advertising or marketing material sent directly to particular inpiduals¹ through emails, text messages (SMS), telephone calls, or automated calling systems.² Unsolicited communications are direct marketing communications sent without the recipient’s prior consent.