UK data collection guidelines

The foundation of a successful email marketing campaign is high-quality prospect and customer data bases.
But, quite a number of issues have to be considered the make sure that the accumulation and usage of such data is done legitimately for UK based consumers.
Below are the best practice guidelines which are founded on ones which are provided by the DMA Email Marketing Council. We hope they are able to steer you through a number of the essential legislative issues which are linked to the collection of data within business-to-customer marketing.

However, please bear in mind that this information is meant for guidance only but should not be seen as professional advice.

The collection of data

Collecting personal data, that of which includes email addresses, requires data users to:

  • Just request information which is deemed essential for the purpose of which the data is going to be used.
  • Present a simple and straight forward data protection notice as well as a link to a Privacy Policy by the site of data collection.
  • Collect positive consent to send Unsolicited Commercial Email Messages.

Data users must also think about automatically sending a confirmation email once an individual has subscribed to receive your unsolicited commercial emails which:

  • Unambiguously states exactly what the individual has subscribed to and which data they have provided.
  • Allows them the option to edit an incorrect data and with a message along the lines of ‘if you have made an error in subscribing’ and then provides an option to cancel their registration.
  • Include a customer service telephone number should the individual have any concerns.


Opt-out or Soft Opt-in options

An Opt-out or soft Opt-in exclusion is able to be used if the subsequent criteria are met:

  • The email addresses are gathered within the course of negotiations for the sale of a service or product.
  • Where as unsolicited commercial email messages are able to be sent to independent subscribers without gaining consent if they are the potential customer of the specific data user and the email address has been gained in course of negotiations for a sale of service or product.
  • The prospect is made aware that the address may be employed for the purpose of marketing and provided an opt-out option. The data user will need to have told the consumer that they are likely to be sent emails.
  • The marketing emails relate to products and services of a similar nature to those which have gathered the data.
  • The identity of the sender is obvious with no attempt at disguise.


By Lee Callender
Thursday, 03 October 2013 15:35
Catagory: Data
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