Many marketers may now be planning a major e-marketing campaign to break before the Christmas holiday period. Most should now be familiar with the opt-in regime that the EU Directive
on Privacy and Electronic Communication imposes on e-marketing activities as well as the legal protections afforded to an individual under the Data Protection Act (DPA) 1998.
But overcoming these legal hurdles in executing an e-marketing campaign isn’t enough. Marketers must adopt hygiene practices for handling personal and sensitive data, advises Ardi Kolah.
By Ardi Kolah
About the author
Ardi Kolah is ranked in the top 50 thinkers in marketing in the world by the Chartered Institute of Marketing (see www.shapetheagenda,.com). He is the author of Essential Law for Marketers Butterworth Heinemann (£25).
