Direct Marketing

The 6th Principle of the DPA states that personal data must not be used for direct marketing purposes unless informed consent has been given. The 2nd Principle of the DPA states that personal data may only be used for the purposes for which it was originally collected - and not for any other purposes such as direct marketing.
 

Direct Marketing is the communication to a particular individual of any advertising or marketing material. It is not confined to the advertising of or marketing of commercial products or services. The individual has the right under section 11 to inform the organisation, in writing, requesting that they stop using personal data about themselves for such activities. If the Direct Marketing does not cease, the individual can apply to a Court of Law.
 

Typically marketing organisations seek e-mail addresses for this purpose. The use of e-mail for Direct Marketing is covered by the Privacy & Electronic Communications Regulations 2003.
 

See seperate entries in this A to Z for advice on the Privacy & Electronic Communications Regulations, seeking consent, plus details of the Preference Services from the Direct Marketing Association.