A problem of over-regulation? Understanding the voluntary and legal constraints

Shelagh Gaskill and Kenneth R Cooke

This article describes the regulatory requirements, both statutory and voluntary, by which the direct marketing industry in the UK is bound.

A problem of over-regulation? Understanding the voluntary and legal constraints

Shelagh Gaskill and Kenneth R Cooke

The UK DM industry is already bound by a considerable corpus of rules and codes, some happily voluntary but others statutory. Compliance with all of them is difficult, time-consuming, costly and risky. In its present (second draft) form, the EC's own Data Protection Directive will bring a further encroachment of statutory regulation into the areas of personal information.

The direct marketing industry bought intense lobbying to bear on the European Commission following the publication of the first draft of its Data...

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