Chapter 13

The Internet is not owned by anyone and as a result some internet activities have intruded on individual privacy, security and trust. Various legislative measures exist to provide greater protection to the consumer. Online marketers need to be fully aware of the legislation, how they impact on their marketing activities, and the need for ‘good practice’.

Probably, the two key acts affecting online marketers are:

The Data Protection Act 1998
The Privacy and Electronic Communications (EC Directive) Regulations 2003

Follow the links below to get a greater appreciation of the impacts of the legislation.

Data Protection Act

http://www.opsi.gov.uk/acts/acts1998/19980029.htm – details of the Act.

http://www.ico.gov.uk/what_we_cover/data_protection.aspx – from The Information Commissioner’s Officers with advice on rights and responsibilities for data handlers.

http://www.data-protection-act.co.uk/ – provides useful overviews of data protection and in particular security policies, disaster recovery planning, and security audits.

The Privacy and Electronic Communications (EC Directive) Regulations 2003

http://www.ico.gov.uk/tools_and_resources/document_library/privacy_and_electronic_communications.aspx#introductory
http://www.ico.gov.uk/what_we_cover/privacy_and_electronic_communications/guidance.aspx

These two urls link to The Information Commissioner’s Office web site, and contain advice on e-mail and SMS marketing applications for individuals and organisations.

http://www.dti.gov.uk/files/file23050.pdf – provides a DTi regulatory impact assessment.

For both elements, readers are encouraged to visit the Direct Marketing Assoication’s web site which is a comprehensive portal of rich sources for organisations and individuals alike. The web site includes an excellent series of ‘best practice’ guides.
http://www.dma.org.uk/content/Pro-BestPractice.asp

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Oxford University Press, Online Resource Centre, Chapter 13.

Chapter 13