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Every time you contact a customer or prospect directly – even through certain forms of online advertising – you have to bear in mind the rules that apply to direct marketing. This is not only true for e-mails announcing rock-bottom prices or prize competitions; even an automated response to an enquiry might qualify as direct marketing if it invites someone to visit the website to see the newest products or services.
At least, that is how the Belgian Data Protection Authority (BDPA) interprets the concept of direct marketing The new guidance is nearly 80 pages long, and includes a range of considerations that organisations have to take into account when carrying out – or allowing – any direct marketing activity. From sections regarding an organisation’s role (as...
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