17 Jun

Direct marketing is the targeted advertising of products or services to specific individuals. 

Direct marketing channels can involve communication via: post email telephone calls (live and automated) text messages websites social media Leaflets, billboards, television, newspapers and radio adverts are generally not regarded as direct marketing, as they target a wide more general audience. 

Direct marketing is defined by Section 122(5) of the Data Protection Act 2018 as: 

“the communication (by whatever means) of advertising or marketing material which is directed to particular individuals.”

This covers all advertising or promotional material, including that promoting the aims or ideals of not-for-profit organisations – for example, it covers a charity or political party campaigning for support or funds.

It's importnat to have a grasp of the key areas affecting consumer marketing in the UK.

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