The DMA is aiming to exploit new delays to the looming ePrivacy Regulation by launching a two-pronged attack against the legislation, amid claims that in its current form the law could wreak havoc with the economic well-being of the entire marketing sector.
Earlier this week it was revealed that the regulation will not be passed until 2020 at the earliest, sparking a letter from the industry body to new Culture Secretary Jeremy Wright. In it, the DMA urges the Government to consider the impact of certain articles and recitals in the proposed law and to keep in mind the economic contribution of advertising and marketing to the UK economy.
The letter details the DMA’s six key areas of concern, including issues such as telemarketing, automated calls, B2B opt-in, charity marketing and the ability to contact existing customers.
It goes on to state that advertising and marketing are at the heart of the economy and play a vital role in driving economic growth, citing figures which claim that annual UK exports of advertising services are worth £4.1bn and every £1 spent on advertising returns £6 to the economy, resulting in £120bn to UK GDP.
Meanwhile, the DMA has also co-signed a similar letter from European trade body Fedma to the EU Council of Ministers.
Both letters conclude: “We [call on you] to allow additional time to discuss the provisions on direct marketing in the ePrivacy Regulation and ensure that the text will provide the right approach protecting individual’s privacy while enabling Europe’s economic development. We stand ready to support [you] in [your] efforts towards finding the right balance for the final Regulation.”
The DMA stated: “It is paramount that marketers across Europe are united and consistent on the major issues. Speaking with one voice greatly increases the efficacy of our lobbying activity.”
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