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UK: ICO issues guidance on direct marketing for public sector organisations
The Information Commissioner's Office ('ICO') issued, on 4 August 2021, guidance on direct marketing for public sector organisations to help them to understand when the relevant rules will apply to their messages. In particular, the guidance is aimed at those responsible for data protection within public sector organisations. More specifically, the ICO outlined that, although the majority of messages that public authorities send to individuals are unlikely to constitute direct marketing, if a message is direct marketing, public authorities need to comply with the marketing rules in the Privacy and Electronic Communications Regulations, 2003. More specifically, the ICO notes that public authorities are using electronic communications such as phone calls, emails, or text messages and that, regardless of whether a promotional message is direct marketing or not, public authorities must still comply with the UK General Data Protection Regulation and the right to object contained therein.
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