The UK’s independent authority set up to uphold information rights in the public interest, promoting openness by public bodies and data privacy for individuals.

Direct marketing is an important and useful tool that helps organisations engage with people to grow their business or to publicise and gain support for their causes. However if done badly direct marketing can also be intrusive, cause a nuisance and have a negative impact on people.

Our direct marketing theme page provides clear guidance and practical tools for organisations on how to lawfully process personal data for direct marketing purposes including sending electronic marketing messages. As more guidance and tools are developed on this topic these will be added here to help you understand the law in this area and meet its requirements.

The Information Commissioner is required under the Data Protection Act 2018 to produce a direct marketing code of practice to provide practical guidance and promote good practice in regard to processing for direct marketing purposes. A draft code was issued for public consultation which closed in March 2020 shortly before the start of pandemic and the work was subsequently paused. The work on the code has recommenced and the valuable feedback received during the consultation is shaping the final version. This theme page will host the direct marketing code of practice once it has been finalised.