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Direct Marketing - Legal Risks & How to Overcome Them

5-hours 

Courses take place in:

London, Manchester, Glasgow and Belfast

 

Understanding your obligations when advertising directly to your potential or existing customers is governed by direct mailing rules as well as data protection rules and in some cases the criminal law. Knowing where you stand before commencing a marketing campaign is key to avoiding potential pitfalls and ensuring the campaign runs as smoothly as possible. Recent fines by the Information Commissioner’s Office in the context of marketing emails, marketing texts and marking calls highlights the need to ensure that organisations fully understand the rules.


This practical training session, which is fully up to date with the requirements of the GDPR, the Data Protection Act 2018, the direct marketing rules and the implications of Brexit, looks in detail at direct marketing and common problems which can arise, including:

  • issues concerning the purchase and sale of marketing lists
  • how the GDPR affects the use of your existing database for marketing purposes
  • whether, and in what circumstances, consent is needed
  • the distinction between opt-out and opt-in permissions, and when to use each
  • the different rules that apply to marketing by email, text message, telephone and post
  • call centre issues
  • profiling and analytics
  • the functions, powers and role of the Information Commissioner, and other relevant regulators, in the context of direct marketing
  • examples of recent fines and how to avoid them

Participants in this session will gain all the knowledge needed in order to ensure that their organisations are able to conduct successful marketing campaigns which avoid the attention of regulators.

Understanding your obligations when advertising directly to your potential or existing customers is governed by direct mailing rules as well as data protection rules and in some cases the criminal law. Knowing where you stand before commencing a marketing campaign is key to avoiding potential pitfalls and ensuring the campaign runs as smoothly as possible. Recent fines by the Information Commissioner’s Office in the context of marketing emails, marketing texts and marking calls highlights the need to ensure that organisations fully understand the rules.

This practical training session, which is fully up to date with the requirements of the GDPR, the Data Protection Act 2018, the direct marketing rules, the proposed direct marketing regulation and the implications of Brexit, looks in detail at direct marketing and common problems which can arise, including:

·         issues concerning the purchase and sale of marketing lists

·         how the GDPR affects the use of your existing database for marketing purposes

·         whether, and in what circumstances, consent is needed

·         the distinction between opt-out and opt-in permissions, and when to use each

·         the different rules that apply to marketing by email, text message, telephone and post

·         call centre issues

·         profiling and analytics

·         the functions, powers and role of the Information Commissioner, and other relevant regulators, in the context of direct marketing

·         examples of recent fines and how to avoid them

 

Participants in this session will gain all the knowledge needed in order to ensure that their organisations are able to conduct successful marketing campaigns which avoid the attention of regulators.

 

 
Course Trainer

Ashley Roughton, Barrister

Ashley Roughton
Barrister

 


Trainer's biography
and other courses
by this Trainer

Course Information
ManchesterMonday, 04 February 2019
LondonTuesday, 12 February 2019
GlasgowTuesday, 14 May 2019
LondonMonday, 03 June 2019
BelfastFriday, 27 September 2019
LondonFriday, 13 December 2019


Short Day – 10.00am to 4.00pm


£485 plus VAT or €625 plus VAT

10% discount for all additional delegates booked at the same time


Who should attend:
Managers and Planners, Marketing Communications Officers, Marketing Account Directors, Advertising Directors and Managers, Compliance Officers, Data Protection Officers, Commercial Lawyers, Office Managers, and others.

 

Practitioner Certificate in Data Protection

 

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Course Testimonials


“Excellent! Both practical and informative.”
Nicola Burns
Walt Disney


“Good course. I thought Eduardo was excellent!”
Carl Weston
Flint Bishop Solicitors


“Excellent interactive workshop all the way through.”
Nadia Banno,
BBC


“Eduardo was very knowledgeable and helpful.”
Claire Walker,
Air Partner Plc

 

“Excellent course. Would recommend to colleagues.”
Michael Twomey
DLG

 

“Course gave all the information I required, and all of my questions were answered.”
Lisa Taylor
Direct Line Group

 

“Excellent.”
Lucy Newham
Macmillan Cancer Support

 

 

 

 

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