Introduction to this document

Example of an opt-in for direct marketing

When you’re first collecting someone’s personal data, find out what they are prepared to allow you to do with it. 


Postal marketing

The General Data Protection Regulation (GDPR) specifically says that direct marketing may be regarded as a legitimate interest. Using legitimate interests as a lawful ground for postal data marketing is attractive and an opportunity you mustn’t overlook or take for granted. However, it must be used carefully at all times.


Electronic marketing

If you’re looking to carry out direct marketing electronically, never forget that all types of electronic communications must meet the requirements of the Privacy and Electronic Communications Regulation, not the GDPR. So, whenever you’re sending out electronic communications such as e-mail, text messages or automated phone calls etc., the specific consent of the individual is always needed first.