Mailings, email, phone/fax and messaging

Ads sent and received by post, email and SMS are often sent in bulk to a database of addresses and phone numbers. Ads sent and received by these methods are covered by our rules and should not mislead, harm or offend.

They should also be carefully targeted to prevent vulnerable groups, such as children, seeing inappropriate content.

There are also important rules advertisers should be aware of when sending out ads by post, email and SMS surrounding database practice.

The advertising rules on database practice broadly reflect relevant data protection law but do not replace it. Both the advertising rules and the relevant legislation should be adhered to in conjunction with each other.

The relevant legislation advertisers need to take note of when using databases for direct marketing purposes include the Data Protection Act 1998 and the Privacy and Electronic Communications Regulations 2003. Guidance for these laws is available from the Information Commissioner’s Office.

For the purposes of the advertising rules, database practice concerns the buying, selling, renting, use and administration of databases for direct marketing purposes. These databases typically store contact or other information about individual consumers or businesses.

Consumers should always be informed who is collecting their data, why it is being collected and what it is going to be used for. They should also be told in advance if their data is going to be disclosed to third parties or be put to a significantly different use than what they initially agreed to, and they should have the opportunity to opt-in or opt-out of this. Furthermore, they should also be offered the opportunity to opt-in or opt-out of marketing communications from the company collecting the data.

In summary, the rules for database practice relate to the need to obtain consent from the consumer, respecting the rights of the consumer to not be contacted if they have so indicated, and respecting the rights of the consumer to not be exposed to additional marketing communications that they do not want to see. The rules also outline the rights of individuals to privacy and to have their data suppressed on request.

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Latest rulings

Direct Collection Bailiffs Ltd
- Not Upheld
- E-mail
- 31 July 2019
An email from Direct Collection Bailiffs Ltd, received on 24 April 2019, entitled "Gypsies next door, new series features Can't Pay? We'll Take it Away! Agents". Text within the email stated "Find out why DCBL maintain a 100% Traveller Removal success rate, watch the episode on-demand now. Tra...
Nespresso UK Ltd
- Upheld
- E-mail
- 08 May 2019
An email promotion from Nespresso, received on 29 October 2018, offered a free milk frother. Text stated “Stock up on your favourite Nespresso coffees and we’ll treat you to a complimentary Aeroccino4 Milk Frother.* Simply order 400 capsules before 11th November to enjoy milky coffee creations worthy of any...
Really Great Cruises Ltd t/a Cruise Nation
- Upheld
- E-mail
- 24 April 2019
Two direct marketing emails from Cruise Nation, promoting cruise holiday deals: a. An email received on 20 September 2018 included the text “THE DRINKS ARE ON US! FROM ONLY £799”. A circular icon with a green tick and the text “lowest price guaranteed” was placed beside the price claim....
Cash On Go Ltd t/a Peachy.co.uk
- Upheld
- E-mail
- 20 March 2019
An email from a financial services company specialising in short-term loans, dated 24 January 2019, stated “… no one really knows what’s going on with this whole Brexit malarkey … and some say it could affect the amount of food available … We do not want to believe that Brexit will impa...

View all rulings

Mailings, email, phone/fax and messaging

Ads sent and received by post, email and SMS are often sent in bulk to a database of addresses and phone numbers. Ads sent and received by these methods are covered by our rules and should not mislead, harm or offend.

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Direct Collection Bailiffs Ltd

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