MPs set to back shake-up of direct marketing laws

The new Government bill which will pave the way for a whole new rulebook for direct marketers – and, it is hoped, finally clear up current confusion about the laws which govern the sector – will be debated by MPs for the first time on Tuesday next week.
The Digital Economy Bill, which was part of the Queen’s Speech, will receive its second reading in Parliament, allowing MPs to debate and put forward amendments. Given that it is sponsored by Government, it is thought likely to be waved through without major change from its original form.
The resulting legislation is highly significant for the DM sector given that it is likely to come into effect before any decision is made on the EU General Data Protection Regulation (GDPR).
A key element of the legislation is that the ICO should consult with all representative bodies within the DM sector in shaping the new laws.
Verso group operations and compliance director Dene Walsh reckons that the move presents a welcome opportunity for the industry to have vital input into rules for the coming decade that protect members of the public and allows business to operate within clearly understandable guidelines
He said: “Regulation is currently in a state of uncertainty, and at the moment many of the laws overlap. The best advice is to follow the GDPR guidelines, but uncertainty in some areas means that even the most diligent marketers find themselves in a position in which they are unsure of how to follow rules. This is a great opportunity to create clarity for the foreseeable future.”

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