Hot water for cold callers

Q. We conduct business-to-business marketing calls. How can we make sure we don't fall foul of the most recent and imminent legislation?

The Privacy and Electronic Communications Regulations 2003 govern direct marketing by telephone, fax and email. Telephone calls include person-to-person calls and those made by automated calling systems.

Section 11 of the Data Protection Act 1998 defines direct marketing as "the communication (by whatever means) of any marketing materials that is directed to particular individuals."

The Information Commissioner's Office interprets such direct marketing as the promotion of an organisation's aims

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