NEWS! Direct Marketing – Uncoded not Decoded (Part 1)
It seems that Information Commissioner’s Office‘s updated Direct Marketing Code of Practice won’t be released until well into 2021. Originally due this year, the ICO has now told the DMA‘s John Mitchison that the new Code will be “significantly delayed”
The draft Code the ICO circulated as part of its consultation exercise earlier this year apparently created a bigger response than just about any similar exercise by the ICO.
Maybe that’s not surprising. The Code is the nearest thing people in the sales, marketing & customer experience worlds will get to practical, contextual guidance and rules from the ICO. The underlying legislation is there in the GDPR and the 2018 Data Protection Act, but most of us have better things to do with our time that trawl through statute law wishing we had studied for a law degree.
And the Code gives a direct insight into how the ICO will interpret the law; we all have opinions, but the regulator’s are the most important!
So, what does this mean for businesses focused on acquiring, retaining and servicing customers in tempestuous times?
In a couple of days I’ll post my thoughts.
