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issues issues

key data protection issues for marketers

  • How do you get the marketing permission you need to use customer data?
  • What should your opt-out and opt-in statements say?
  • What rights do individuals have under the Act?
  • Eight principles of Data Protection and how they impact your business
  • How do you comply without ruining your business?

how the law affects your marketing

The Data Protection Act 1998 and the Privacy and Electronic (EC Directive) Regulations 2003 cover almost all marketing uses of customer and prospect data.

Whether you are using postal or electronic data and whether you operate in B2C or B2B markets the law applies to your marketing.

Visible compliance with data protection legislation can be a significant brand virtue but bad marketing permission management can damage your customer relationships.

Data Protection and email law are now real issues for all companies who contact consumers or individuals at business addresses through direct marketing channels.

Opt-4 is a consultancy service designed to advise marketers on data protection issues and compliance.

practical guidance for marketers, getting the appropriate balance

Our approach will help your company bridge the gap between internal compliance or legal advice and marketing or data processing departments, offering practical, straightforward guidance.

Opt-4's services are delivered by Jenny Moseley and Rosemary Smith, who are leading authorities on the marketing application of Data Protection law. Their advice helps companies find an appropriate balance between maximising marketing opportunities, whilst staying within the rigorous confines of the law.
Could your business benefit from sound advice on the following areas?
  • Company Directors can go to prison for breaches of the Data Protection Act

  • Failure to comply with Subject Access requests can lead to fines, compensation claims and brand embarrassment

  • Nearly half the adult population is aware of Data Protection legislation and uses opt- out boxes

  • ALL personal data is covered, Business to Business contacts are NOT exempt

  • Breaches of data security and poor data processing can lead to prosecution

  • Staff can be held individually responsible for breaches ­if they haven’t been adequately trained they can sue the company

  • Collecting data without the correct marketing permissions means it cannot be used

  • The Information Commissioner's Office is stepping up enforcement

  • Penalties for unfair obtaining of personal data can mean that customer and prospect records have to be wiped wholesale from databases

  • Export of data to the USA must be covered by contract or Safe Harbor