In this year’s Queen’s Speech it was announced that the new Digital Economy Bill would increase the ICO’s power to fine companies for sending promotional emails to consumers where they have not obtained their specific consent to do so; this Bill is currently making its way through Parliament. The ICO also set out a stricter approach to the rules about obtaining marketing consents in its latest guidance.

We summarise the key direct marketing rules that apply in the UK together with the practical steps that organisations can take to comply with them.