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ICO launches Direct Marketing Advice Generator

By |2025-02-12T10:58:31+00:00February 12th, 2025|

The ICO has launched a Direct Marketing Advice Generator, designed to help organisations quickly understand their obligations under the Privacy and Electronic Communications Regulations (PECR) and the UK GDPR. By answering a few simple questions, businesses can receive tailored compliance advice in minutes, covering everything from email and SMS marketing to social media, telemarketing, and direct mail. Why Does This Matter? Failure to comply with marketing laws doesn’t just lead to disgruntled customers—it can result in hefty fines and reputational damage. In recent enforcement action, the ICO fined Money Bubble Ltd and Breathe Services Ltd a total of £290,000 after they collectively made over 4.5 million nuisance phone calls to people who had opted out. Another investigation led to Quick [...]

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Why Data Hygiene Is More Than Just a Marketing Problem

By |2025-02-03T10:19:10+00:00February 3rd, 2025|

When we talk about data hygiene, many think of marketing—clean contact lists, accurate segmentation, and reduced direct mail returns or email bounce rates. But poor data hygiene isn’t just a marketing headache. An article by Cybersecurity expert, Josh Nadeau, published this week, reminds us that it’s actually a company-wide risk that impacts security, compliance, and decision-making. Understanding Data Hygiene Data hygiene, or data cleanliness, is about ensuring that all organisational data is accurate, complete, consistent, valid, uniform, and timely. Without these characteristics, businesses lose trust in their data, making operations inefficient and exposing themselves to regulatory risks. The Hidden Risks of Poor Data Hygiene Security Threats Unclean data makes organisations vulnerable to cyberattacks. Without clear classification of sensitive data, businesses [...]

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Charities Potentially Secure £290m Boost Following Data Bill Amendment

By |2025-01-24T10:51:10+00:00January 24th, 2025|

Charity marketers are celebrating a major win after the UK Government backed an amendment to the Data (Use & Access) Bill, extending the ‘soft opt-in’ provision to third-sector fundraising. This development follows a robust lobbying campaign led by the DMA. Soft-opt in becoming a reality for charities The ‘soft opt-in,’ a rule allowing organisations to send marketing emails to individuals who have previously engaged with them, was initially excluded from the new bill after being present in its predecessor, the Data & Digital Information Bill. In response, the DMA issued a letter in November to the Secretary of State for Science, Innovation & Technology, Peter Kyle, urging the Government to reconsider. Research prepared to support the amendment found that  charities [...]

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Data Governance Update: New Data Bill Aims to Shape the Future of the UK Data Landscape

By |2024-10-29T11:02:35+00:00October 29th, 2024|

It’s been a while since we’ve provided an update on data governance and the long awaited DPDI, because since the election there has been little in the way of news. However, last week it was announced that under the new government, DPDI has morphed into the Data Use and Access Bill. Unveiled by the Department for Science, Innovation, and Technology, this bill is positioned to integrate technology and data protection into the economy’s core, fostering economic growth, streamlining public services, and enriching lives. With an expected £10 billion economic boost projected over a decade, the Bill is set to transform how data is used across sectors. The DMA has actively participated in discussions around the Bill, advocating for provisions that [...]

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Totally Mailed It: Marketreach Amplifies Direct Mail’s Enduring Impact

By |2024-10-21T09:19:47+00:00October 21st, 2024|

Marketreach has unveiled a new campaign: "Totally Mailed It which is underscoring the relevance of DM in today’s marketing mix. Whilst it isn't revealing any great secrets, after all we all know direct mail works, it is arming us with fresh ammunition to reinforce that message to our clients. In a world where digital spend dominates, this campaign reminds us why direct mail continues to be a powerhouse in the marketing mix: Tangibility: Physical mail creates lasting impressions, with 33% better recall than digital ads. In a sea of ephemeral content, something you can hold stands out. Personalisation: It's not just about adding a name - it's about relevance. The campaign highlights how tailored messages drive significantly higher engagement rates. [...]

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Ensuring Data Accuracy in the Age of AI: A Lesson from AI-Generated Mistakes from across the Pond

By |2024-08-07T09:55:32+00:00August 7th, 2024|

In recent months, significant incidents have highlighted the pitfalls of AI when it comes to maintaining data accuracy in public records. These events serve as a crucial reminder of the importance of data hygiene, particularly for organisations that rely on precise data processing. The Incident: Pregnant Woman Wrongly Accused One notable incident involved a pregnant woman in Detroit who was falsely arrested based on AI-generated evidence. Porcha Woodruff, eight months pregnant at the time, was wrongly identified by an AI system as a suspect in a carjacking case. This led to her wrongful arrest and detention for 11 hours, causing her significant emotional distress and physical complications leading to hospitalisation. This case is part of a broader pattern, with several [...]

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In Conversation with MS Society: Exclusion is Key – It’s Not What They Want, It’s What They Don’t Want That Counts

By |2024-08-05T08:24:32+00:00June 19th, 2024|

In Conversation with MS Society: Exclusion is Key - It's Not What They Want, It's What They Don’t Want That Counts In the increasingly tricky world of data management, the key to success often lies in the details of what you exclude rather than what you include. This principle is nowhere more critical than in the charitable sector, where sensitivity and precision in data handling can significantly impact both operational effectiveness and the well-being of those they serve. We recently spoke with Rachel Draper, Database Manager at MS Society, about their approach to data cleansing using SwiftCleanse, which is proving key for ensuring that their communications are both accurate and respectful. Generating Goodwill through Relevant Communications The value of data [...]

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A Data Protection Update

By |2024-06-04T08:32:56+00:00June 4th, 2024|

Last week marked the sixth anniversary of the General Data Protection Regulation (GDPR), a landmark in data protection that revolutionised how personal data is handled across Europe. However, as many people reflect on GDPR's impact, the future of data protection regulation in the UK hangs in the balance following the recent mothballing of the Data Protection & Digital Information Bill (DPDI). The Demise of DPDI The Government’s decision to exclude the DPDI from its “wash up” process, a fast-track mechanism for essential legislation before Parliament is dissolved, has led to significant uncertainty. Initially introduced in 2021, the DPDI aimed to modernise the UK's data protection framework. However, it was still navigating the committee stage in the House of Lords when [...]

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Top 10 sectors that fail to report data breaches revealed

By |2024-05-24T11:34:57+00:00May 24th, 2024|

As we ‘celebrate’ the 6th birthday of GDPR a new study finds that over half of all data breaches in the UK in 2023 were not reported within the required 72-hour window. The report from Hayes Connor revealed the sectors with the worst track record. These were: Local Government: 51.32% General Business: 49.16% Marketing: 47.50% Justice: 47.06% Regulators: 46.81% Membership Associations: 46.67% Online Technology and Telecoms: 45.37% Media: 45.16% Central Government: 44.57% Retail and Manufacture: 43.94% Failing to report a breach within this timeframe can result in significant fines of up to £17.5 million or 4% of global turnover, whichever is higher. However, in practice, most firms receive minimal penalties. A key finding of the research is that in the [...]

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EU passes AI Act

By |2024-03-19T10:18:06+00:00March 19th, 2024|

The European Parliament has passed the AI Act, the first major AI regulatory framework to become law. It is being seen by experts as potentially setting an international benchmark akin to the impact of GDPR on data privacy standards back in 2018. The framework aims to ensure transparent development and utilisation of AI within the EU, establishing guidelines for AI systems deemed high-risk. In response to concerns from the tech industry about potential restrictions on innovations like ChatGPT, the legislation adopts a risk-based, tiered regulatory strategy rather than a broad, one-size-fits-all approach. It also specifies varying compliance timelines based on the perceived risk level of AI applications. The legislation categorises AI according to its risk level, delineating prohibited uses, essential [...]

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