Age International has become the latest charity to pledge to use only opt-in data in its telephone fundraising activity after signing an agreement with the Information Commissioner’s Office.
The move follows a similar agreement with the British Red Cross – revealed last month – and it is understood to be part of a wider ICO initiative to get up to 15 charities to commit to opt-in, following claims made by the Daily Mail over TPS abuse.
Like the Red Cross, Age International was cleared by the ICO’s investigation into the Mail claims that it was exploiting a loophole in the TPS.
However, ICO has raised more than a few eyebrows after refusing to issue guidance about donor consent to the third sector as a whole in its latest revamp of direct marketing guidance, insisting all organisations – whether not-for-profit or commercial – must follow the same rules.
Under the Age International deal, the charity has agreed to move to an opt-in fundraising model for its telephone fundraising within the next 12 months.
The agreement commits the organisation to calling potential donors only if they have specifically opted in to receiving calls in the previous two years. After this period, the charity will need fresh, informed consent to continue making telephone marketing calls.
A spokeswoman for Age International said in a statement: “Age International has signed up to the ICO voluntary agreement on the Privacy & Electronic Communications Regulations in telephone fundraising. This is a voluntary code and one that has additional agreements over and above those required by existing regulation.”
ICO updates marketing guidance amid legal threat
ICO clears British Red Cross over illegal marketing
Charity probe reveals blatant disregard for data laws
Charities escape legal threat in last chance saloon
Graham slams ‘confusing’ charity preference service
Charities to lose £5bn a year, says REaD group study
Reforms to exterminate £2bn from charity sector
Macmillan fesses up to last year’s ICO TPS warning
Charities face marketing activity ban
Charity chiefs lay blame on agencies
FRSB axed in charity marketing purge
Charities cleared over Olive’s suicide
Colin Lloyd: fundraising out of control
Minister demands charity action
Charities using illegal marketing data
Charities hit again as row escalates
Charities in dock over donor blitz
To get full access to the site please register – it takes less than a minute and is free of charge. You will also get our weekly email update The DM Report (to opt out contact email@example.com). If you are an existing user, please log in. If you have forgotten your log-in details please email firstname.lastname@example.org to get them reset!