Consent proposals ‘severely restrict’ DM

Marketers should be banned from using “pre-ticked boxes” to gain consent to use the personal data of prospective customers when targeting them in campaigns under proposals from the European Parliament.

data

In a report detailing amendments to the European Union’s data protection directive, MEP Jan Albrecht of the European Parliament’s Civil Liberties, Justice and Home Affairs Committee, says pre-ticked boxes do not “express free consent” and that “specific, informed, and explicit consent” is required if the subject is not already a customer.

The proposal goes further than last year’s draft data protection directive, which proposed that less prescriptive “affirmative action” requirement before data can be used.

Albrecht’s proposals have angered the direct marketing industry. In a statement the Direct Marketing Association claims the definition of consent would “severely restrict direct marketing”.

“It [DM] would only be possible to be carried out without the consent of the recipient where that person is an existing customer of the marketer and the marketing communication only relates to similar products and services,” the association adds.

Albrecht’s amendments are unlikely to be the last made to the data protection directive, however. Other members of the European Parliament are likely to table proposals as is the European Council before it passed to national Governments for implementation.

The DMA and other industry bodies whose members rely on data to serve advertising are supported by the UK Government in their objections to the consent stipulations. However, unlike the current data protection rules the bill be imposed uniformly accross all 27 member states to avoid fragmentation.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here