Privacy and data protection in direct marketing
Introduction
Last updated 30 June 2025
The Data (Use and Access) Act (DUAA) became law on 19 June 2025. As a result, this guidance is under review and may change. See the latest DUAA guidance.
Direct marketing is any marketing or advertising material that is directed at particular individuals. It includes messages trying to sell goods or services and those promoting an organisation or its values, such as charities or political parties. Direct marketing could be an email advertising car insurance or a phone call from a charity asking for a donation. It does not include calls that are purely for market research.
This guide explains what you need to do to comply with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, the Privacy and Electronic Communications Regulations 2003 (PECR) and the Data (Use and Access) Act 2025 (DUAA) when carrying out direct marketing activities.
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