The ICO has prepared the code of conduct as required by s122 of the Data Protection Act 2018 and the ICO anticipates that the final version will be finalised later this year. The draft code covers direct marketing messages, online advertising and selling data.
In relation to direct marketing, the code reminds public sector bodies that rules on direct marketing must still be complied with in the sector. When sending communications, it is important to consider if it is a service message or whether it would constitute direct marketing, which will depend on the circumstances. The ICO gives examples of messages that constitute direct marketing such as a regulator sending out emails promoting its annual report launch and a local authority sending out an e-newsletter update on the work they are doing.
The deadline for the consultation is 4 March 2020 and further information can be found on the ICO website: https://ico.org.uk/about-the-ico/ico-and-stakeholder-consultations/ico-consultation-on-the-draft-direct-marketing-code-of-practice/
If you have any queries about direct marketing compliance please contact Charlotte Smith in our Technology and Data team.
