Last week saw two UK regulatory bodies crack down on
organisations for breaching the rules on direct marketing:
- The Advertising Standards Authority
(ASA) ruled that Lands' End Europe Ltd (Lands' End)
breached the rules on direct marketing in the UK Code of
Non-broadcast Advertising and Direct & Promotional Marketing
(CAP Code).
- Additionally, the Information
Commissioner's Office (ICO) fined Flybe £70,000 and Honda
£13,000 for sending unsolicited direct marketing
communications.
ASA – what did they say?
The complainant in this matter challenged an advertisement sent
to them by Lands' End, a clothing company, on 10 October 2016
claiming it was unsolicited.
Lands' End responded to the complaint advising that the
email was sent via an email targeting agency. This agency had
obtained consent from the complainant to receive third party email
communications through one of their partners. The complainant had
opted in to receive these communications through an
