Marketing And Data Protection Legislation
Establishing, accessing, sharing and using personal data are essential to successful “direct marketing” practices. These are concerned with identifying and meeting people’s needs and preferences directly, i.e. through direct channels of communication and not through traditional channels of distribution. To achieve this direct and productive method of selling, marketers target only the consumers whose personal information suggests that a certain product/service may be of interest to them. The relevant customers can only be pinpointed through the utilization of databases.
Nevertheless, direct marketing can involve a misuse of databases and the soliciting of unwilling recipients. Such actions entail a violation of people’s data protection rights and the law seeks to strike the right balance between an efficient marketing practice and the protection of individual privacy rights.
Read more about Marketing And Data Protection Legislation: European Data Protection Directive
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