ICO Issues Direct Marketing Guidelines

The Information Commissioner’s Office (ICO) has issued new guidelines (45 pages) on the conduct of direct marketing, which confirms that electronic marketing campaigns directed towards consumers require clear and specific consent to be given by the recipient.



The guidance starts with a broad overview of the relevant law. This is followed by separate sections on what counts as direct marketing, what counts as consent, the specific rules on calls and texts, faxes, mail and online marketing, and the use of marketing lists.