Part 3 of Understanding Direct Marketing
Purchasing Consumer Data – Breaking Down the Marketing Methods and Their Legal Basis
???? Postal Marketing – Legitimate Interest
Marketing via post can be done under Legitimate Interest, provided that the marketing activity does not infringe on consumer rights or expectations. As such you can purchase consumer data for direct mail campaigns
???? Email Marketing – Consent Required
When purchasing consumer emails and sending marketing emails to consumers, businesses must obtain explicit consent (opt-in). As such you can not purchase consumer emails without their explicit consent
???? Telemarketing (Live Calls) – Legitimate Interest
Businesses can make live telephone calls under “Legitimate Interest”, as long as the recipient is not registered on the Telephone Preference Service (TPS). If they are on TPS, explicit consent is required. As such you can purchase consumer data for telemarketing campaigns
???? SMS Marketing – Consent Required
Sending marketing messages via SMS requires prior consent. Clients cannot use consumer data for SMS marketing. As such you can not purchase consumer mobile number for SMS campaigns without their explicit consent
???? Data Verification, Cleaning, and Profiling
- Identification, verification, and tracing are permitted under Legitimate Interest.
- Data cleaning and matching is also allowed, provided it serves GDPR-compliant purposes or the public interest.
- Profiling and analysis can be conducted under Legitimate Interest, ensuring that it does not result in unfair or discriminatory practices.
