Rules and regulations around data use
Rules and regulations around data use
Data regulation remains one of the most complex areas of marketing, complying with current legislation is imperative. Businesses are responsible for protecting individuals from the misuse of information about them. Data in the wrong hands might result in an individual becoming the target of identity theft and fraud, and potentially suffer other consequences as well.
Direct marketing is covered by GDPR and UK Data Protection Act 2018. But as times change, laws are constantly being updated. Keeping compliant and following best practice with marketing data means staying abreast of the latest rules and knowing when and where to seek advice is vital.
Latest rules and regulations
As the UK data industry regulator, the Information Commissioner’s Office (ICO) states that GDPR remains in place. It is retained in domestic law, sitting alongside an amended version of the UK’s Data Protection Act 2018 (the DPA).
The Data Protection and Digital Information Bill (DPDI) is awaiting passage through Parliament. It was introduced by the Government in March 2023 to evolve the UK’s data protection regime and further regulate the industry.
For the latest information on regulation please visit the Information Commissioner’s Office (ICO) website.
Where to find guidance
The ICO, mentioned above, is the regulator for the data industry and has the power to rule on and issue fines for non-compliant businesses. It is worth contacting the ICO helpline with any queries or concerns about data you are handling and/or intending to use.
The Data and Marketing Association (UK) (DMA) is active in advising businesses about the compliant use of data in marketing activity. It also lobbies government ministers and other authorities to ensure regulatory changes take business concerns into account, while focusing on the experience of the end user (consumer/customer). It may be helpful to contact its legal team if you need to discuss any issues or worries about using your data for marketing purposes.
