The ICO recognises that direct marketing is an essential part of most organisations and plays an important role in the economy. It can both help businesses grow and benefit competition across markets.

Direct marketing can also add value to the customer experience. It can make people aware of new products and services that they may benefit from, give them opportunities to take part in events, or find out about important causes. When done responsibly, the ICO says, direct marketing can also increase trust and confidence in a brand or organisation.

However, direct marketing has the potential to cause nuisance to people, and in some cases can cause them harm and distress. Accordingly, to help organisations know how to comply with the law, the ICO has published new guidance on direct marketing and other resources. To access the ICO page to all guidance and resources on direct marketing, click here.