The DMA buying and selling data toolkit

Our guide to buying and selling data, based on the latest guidance from The Information Commissioner’s Office (ICO) and the 2015 amendment to the Privacy and Electronic Communications Regulations

The DMA buying and selling data toolkit will help businesses buying or selling marketing data to ensure they are acting responsibly and within the law.

The Information Commissioner’s Office (ICO) issued its Direct Marketing Guidance in September 2013 in which it clarified the rules for marketers when collecting or using personal data for marketing. The clarification refers mostly to electronic communications (email, SMS, automated telephone calls) covered under the Privacy and Electronic Communications Regulations 2003 (PECR) but is relevant for more traditional marketing channels (e.g. direct mail).

See also our original guidance on direct marketing.

PECR was amended as of 6^th April 2015 to remove the requirement to demonstrate ‘substantial damage or substantial distress’ which now makes it easier for the ICO to bring prosecutions and sanctions against organisations.

The DMA buying and selling data toolkit