The UK Information Commissioner's Office has published a
draft Code of Practice on Direct Marketing, which is now out for
consultation. Here we discuss the context for this and key takeaway
points from its 120+ pages.
Why is the ICO publishing this document?
The ICO is required under the Data Protection Act 2018 to
publish a statutory code of practice on direct marketing, so this
is the ICO delivering on that requirement. It draws on the feedback
from the call for views undertaken last year. As a statutory code,
once finalised, it will need to be presented to government for
review and sign off.
There is already an existing Direct Marketing Code which has
long been one of the most well-read and useful codes of practice
the ICO has produced and is regularly consulted by data protection
and marketing teams alike for guidance on email, post and SMS
marketing rules. The code contains key information and pointers
given that fines for breaches of direct marketing rules
