Do You Need Consent to Send Advertising / Direct Mail?
Advertising Mail is by its very nature not electronic this means consent is not covered by the Privacy and Electronic Communications Directive (known as PECR), which stipulates that there is a need to secure consent to send marketing communications. There is therefore no need to secure consent to send Advertising Mail and Legitimate Interests should be sufficient. The mail piece must have a clear unsubscribe or opt-out option.
GDPR requires businesses to keep personal data as up-to-date as possible so you will still have to check that the person is not registered on the Mailing Preference Service (MPS) (unless they are an existing customer) and you should also cleanse against your in-house suppression file. Central Mailing Services offer comprehensive data cleansing services which include: De-duplication, PAF, MPS, Deceased, Movers, Business Movers, Gone-Away’s, & many forms of re-formatting.
To meet the Accountability requirements of the GDPR the ICO expects companies to demonstrate awareness at every level of their organisation.
Central Mailing Services encourage all companies to be GDPR compliant, the first step is to appoint a Data Officer. We take data security very seriously hence why in addition to being GDPR complaint we are also certified by ISO 27001, Cyber Essentials & the NHS.
For further advice concerning GDPR we recommend contacting the ICO.
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