Automated Entry into Promotions Guidance

The Automated Entry into Promotions Guidance was born out of requests to the legal helpdesk.

DMA Director of Legal and Compliance, Jaemie Cameron, worked on the guidance with Beth Johnson of the Governance Committee.

Organisations can use a variety of methods to collect and harness an individual’s personal information for direct marketing purposes or encourage consumers to take part in their promotions.

One route that requires careful treading and greater clarity is the automatic entry of a customer into your brand’s current promotional campaign. To make sure you do this in a compliant and effective way, we have produced a short guide to automatic entries for promotions to make sure you don’t slip up on the rules set out in the Privacy and Electronic Communications (EC Directive) Regulations 2003 (as amended 2011), UK GDPR, or the ASA CAP Code for Promotional Marketing.

This guidance is an example of the value the legal helpdesk provides to DMA members. Find more information on the legal helpdesk here.

Download the guide here