{"id":3345,"date":"2022-05-26T07:10:59","date_gmt":"2022-05-26T06:10:59","guid":{"rendered":"https:\/\/legalvision.co.uk\/?p=3345"},"modified":"2024-05-14T05:47:43","modified_gmt":"2024-05-14T04:47:43","slug":"privacy-laws-digital-marketing-business","status":"publish","type":"post","link":"https:\/\/legalvision.co.uk\/data-privacy-it\/privacy-laws-digital-marketing-business\/","title":{"rendered":"What Privacy Laws Apply to Digital Marketing for My Business in England and Wales?"},"content":{"rendered":"\n<p>Marketing your goods and services is an essential part of your company and can provide many benefits. In recent years, digital marketing has become an increasingly popular way for business to broaden their target audience. However, some businesses tend to overdo it and abuse the <a href=\"https:\/\/legalvision.co.uk\/ecommerce-online-business\/personal-data-e-commerce\/\">contact details of consumers<\/a>. However, if your business follows the relevant <a href=\"https:\/\/legalvision.co.uk\/data-privacy-it\/marketing-activities-pecr\/\">data protection and privacy rules<\/a>, you will likely ensure that e-marketing only reaches individuals who wish to receive it.\u00a0This article will explain the relevant privacy laws relating to digital marketing to ensure your company makes a good impression on potential customers and avoids any breaches of the law.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is Digital Marketing?<\/h2>\n\n\n\n<p>Digital marketing (or e-marketing) involves electronic advertising. For your company, this may involve sending offers and products through:\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/legalvision.co.uk\/ecommerce-online-business\/email-marketing\/\">email<\/a>;&nbsp;<\/li>\n\n\n\n<li>text message; or&nbsp;<\/li>\n\n\n\n<li>social media.<\/li>\n<\/ul>\n\n\n\n<p>In England and Wales, digital marketing comes under the <a href=\"https:\/\/legalvision.co.uk\/data-privacy-it\/how-does-gdpr-affect-my-business\/\">EU General Data Protection Regulation (<strong>GDPR<\/strong>)<\/a>. The GDPR mainly ensures that your business practices lawful data collection and only provides advertising to those who consent.<\/p>\n\n\n\n<p>In general, your business should only send e-marketing messages to individuals when:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>they provide you with prior explicit consent (usually by clicking a tick box on your website to <a href=\"https:\/\/legalvision.co.uk\/ecommerce-online-business\/marketing-opt-in-form\/\">opt in to marketing messages<\/a>);<\/li>\n\n\n\n<li>they directly provide you with their email address and contact details (rather than through a third party); and<\/li>\n\n\n\n<li>your messages include a clear option to &#8216;opt-out&#8217; of <a href=\"https:\/\/legalvision.co.uk\/data-privacy-it\/freely-send-marketing-emails\/\">future emails<\/a> (usually through an &#8216;unsubscribe&#8217; button).<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">When Does an Email From My Company Not Count as Marketing?<\/h2>\n\n\n\n<p>Your business is permitted to contact potential and ongoing customers for non-marketing purposes without them needing to complete a &#8216;tick box&#8217; process.<\/p>\n\n\n\n<p>Some examples of email messages to clients which will not count as e-marketing include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>sending an update to an existing client on the progress of their order;<\/li>\n\n\n\n<li>providing details as to price (or a quote) in response to a potential customer&#8217;s initial email; and<\/li>\n\n\n\n<li>updating a past customer on their previous purchase (for example, any security updates for an electronic product).<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Example<\/h3>\n\n\n\n<p>Let us look at a quick example. Your hypothetical company&#8217;s website attracts orders from 10,000 users a month. You wish to store their customer data (including their name and email address) for future marketing activities. How can you do so without breaching relevant privacy laws?<\/p>\n\n\n\n<div  class=\"box box--icon box--info\">\n    <p>Some potential ways of doing so include:<\/p>\n<p>(a) providing an &#8216;opt into marketing&#8217; tick box when users create an account on your website;<\/p>\n<p>(b) having a section on your website where potential and current customers can sign up for your electronic newsletter. The web page would provide space for the name and email address and clarify that your company will only use their email address for digital marketing. You will note that some websites give you a choice as to whether to receive digital marketing by email, text or phone; or<\/p>\n<p>(c) having a Privacy Policy that specifically informs users that your business may send marketing information by digital means and that continued use of your website or app confirms acceptance of this fact.<\/p>\n<\/div>\n\n\n\n\n<a href=\"#content-next\"\n   class=\"block p-4 mt-10 text-xl font-bold text-center text-white no-underline bg-gray-800 rounded-t-xl\">\n    Continue reading this article below the form\n    <i class=\"text-xl fa-regular fa-arrow-down\"><\/i>\n<\/a>\n<div class=\"px-6 pt-10 pb-12 mb-10 text-center bg-gray-100 rounded-b-xl sm:px-12 test\">\n    <div class=\"mb-8 text-2xl font-bold text-orange\">\n        Need legal advice?\n        <br>\n        <span class=\"text-lg not-prose\">\n                            Call <a href=\"tel:+448081968584\" class=\"not-prose\">0808 196 8584<\/a> for urgent assistance.\n                <br>\n       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d=gform.hooks[o][r];null==n&&(n=r+\"_\"+d.length),gform.hooks[o][r].push({tag:n,callable:e,priority:t=null==t?10:t})},doHook:function(r,o,e){var t;if(e=Array.prototype.slice.call(e,1),null!=gform.hooks[r][o]&&((o=gform.hooks[r][o]).sort(function(o,r){return o.priority-r.priority}),o.forEach(function(o){\"function\"!=typeof(t=o.callable)&&(t=window[t]),\"action\"==r?t.apply(null,e):e[0]=t.apply(null,e)})),\"filter\"==r)return e[0]},removeHook:function(o,r,t,n){var e;null!=gform.hooks[o][r]&&(e=(e=gform.hooks[o][r]).filter(function(o,r,e){return!!(null!=n&&n!=o.tag||null!=t&&t!=o.priority)}),gform.hooks[o][r]=e)}});\n<\/script>\n\n                <div class='gf_browser_gecko gform_wrapper gravity-theme gform-theme--no-framework lawyer-form_wrapper gplaceholder_wrapper form-with-labels-no-asterisks_wrapper has-new-validation-error-styling_wrapper' data-form-theme='gravity-theme' data-form-index='0' id='gform_wrapper_2453' style='display:none'><div id='gf_2453' class='gform_anchor' 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aria-required=\"true\" aria-invalid=\"false\"  \/>\n                        <\/div><\/div><div id=\"field_2453_3\" class=\"gfield gfield--type-phone gfield--input-type-phone gf_right_half gfield--width-half gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_2453_3'>Phone<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_phone'><input name='input_3' id='input_2453_3' type='tel' value='' class='medium'   aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_2453_14\" class=\"gfield gfield--type-select gfield--input-type-select gfield--width-full custom-select gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below 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for='input_2453_4'>Tell us about your enquiry<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_textarea'><textarea name='input_4' id='input_2453_4' class='textarea medium'     aria-required=\"true\" aria-invalid=\"false\"   rows='10' cols='50'><\/textarea><\/div><\/div><div id=\"field_2453_5\" class=\"gfield gfield--type-html gfield--input-type-html gfield_html gfield_html_formatted gfield_no_follows_desc field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  >By submitting this form, you agree to receive emails from LegalVision and can unsubscribe at any time. View our <a href=\"https:\/\/legalvision.co.uk\/privacy-notice\/\" target=\"_blank\">Privacy Policy<\/a>. <\/div><div id=\"field_2453_8\" class=\"gfield gfield--type-hidden gfield--input-type-hidden gform_hidden field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><div class='ginput_container ginput_container_text'><input name='input_8' id='input_2453_8' type='hidden' class='gform_hidden'  aria-invalid=\"false\" value='http:\/\/legalvision.co.uk\/api\/wp\/v2\/posts\/3345' \/><\/div><\/div><div id=\"field_2453_13\" class=\"gfield gfield--type-hidden gfield--input-type-hidden gform_hidden field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><div class='ginput_container ginput_container_text'><input name='input_13' id='input_2453_13' type='hidden' class='gform_hidden'  aria-invalid=\"false\" value='generic_form' \/><\/div><\/div><fieldset id=\"field_2453_999\" class=\"gfield gfield--type-checkbox gfield--type-choice gfield__uk-marketo-opt-in field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><legend class='gfield_label gform-field-label screen-reader-text' ><\/legend><div class='ginput_container ginput_container_checkbox'><div class='gfield_checkbox ' id='input_2453_999'><div class='gchoice gchoice_2453_999_1'>\n\t\t\t\t\t\t\t\t<input class='gfield-choice-input' name='input_999.1' type='checkbox'  value='1'  id='choice_2453_999_1'   \/>\n\t\t\t\t\t\t\t\t<label for='choice_2453_999_1' id='label_2453_999_1' class='gform-field-label gform-field-label--type-inline'>By submitting this form, you agree to receive content and event invitations from us to help you grow your business. 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Furthermore, there are various ways you can breach privacy laws, and therefore, there can be several consequences. For example:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>email users marking your digital messages as &#8216;spam&#8217; and therefore not having sight of them in the future;<\/li>\n\n\n\n<li>the Information Commissioner&#8217;s Office (<strong>ICO<\/strong>) imposing hefty fines on your business due to breach of the GDPR; and<\/li>\n\n\n\n<li>potential (and current) customers becoming irritated by the emails and thus causing damage to your reputation and customer retention.<\/li>\n<\/ol>\n\n\n\n<p>Providing an &#8216;unsubscribe&#8217; button within your digital marketing messages is an effective way to avoid rule breaches. This means that an individual who mistakenly receives a message from your organisation can easily unsubscribe. Moreover, making unsubscribing an easy process will likely result in fewer complaints to the ICO.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Key Takeaways<\/h2>\n\n\n\n<p>In short, digital marketing can provide a wide range of benefits for your company. Additionally, some view it as a better alternative to print marketing as it is better for the environment. However, the GDPR aims to prevent individuals from receiving unwarranted digital marketing messages. Ultimately, ensuring that your company&#8217;s digital marketing schemes align with the privacy laws in the UK will help keep your potential customers happy. Additionally, doing so will help you avoid any nasty surprises from the ICO.<\/p>\n\n\n\n<p>If you need help with digital marketing messages and avoiding data protection breaches, our experienced&nbsp;<a target=\"_blank\" href=\"https:\/\/legalvision.co.uk\/it-lawyers-lp\/\" rel=\"noreferrer noopener\">Data, Privacy and IT lawyers<\/a>&nbsp;can assist as part of our LegalVision membership. For a low monthly fee, you will have unlimited access to lawyers to answer your questions and draft and review your documents. Call us today on <a href=\"tel:+448081968584\" class=\"AVANSERnumber dynamic-number\">0808 196 8584<\/a> or visit our&nbsp;<a target=\"_blank\" href=\"https:\/\/legalvision.co.uk\/membership\/\" rel=\"noreferrer noopener\">membership page<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Frequently Asked Questions<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1653544762294\"><strong class=\"schema-faq-question\"><strong>Who are the ICO?<\/strong><\/strong> <p class=\"schema-faq-answer\">The Information Commissioner&#8217;s Office is a Government-funded body with the primary responsibility of upholding data protection law in England and Wales. It does so by providing guidance on its website, carrying out investigations into alleged data protection breaches and, where appropriate, providing fines to companies in violation of the GDPR.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1653544773454\"><strong class=\"schema-faq-question\"><strong>What level of fine could the ICO award my business?<\/strong><\/strong> <p class=\"schema-faq-answer\">The ICO can hand down fines up to \u00a317.5m. While fines of this level are rare, it is not unusual for the ICO to hand companies financial penalties in the thousands (or tens of thousands) of pounds for data protection breaches.<\/p> <\/div> <\/div>\n<div class=\"not-prose m-feedback-prompt\">\n    <!-- Thumbs up\/down bar -->\n    <div class=\"m-feedback-prompt__main\">\n        <div class=\"m-feedback-prompt__title\">Was this article helpful?<\/div>\n        <div>\n            <!--span class=\"m-feedback-prompt__button--text\">Thanks!<\/span-->\n            <button type=\"button\" class=\"m-feedback-prompt__button m-feedback-prompt__button--yes\"\n                    data-analytics-link=\"feedback-prompt:yes\" aria-label=\"Agree\">\n                <i class=\"fa-regular fa-thumbs-up fa-3x\"><\/i>\n            <\/button>\n            <button type=\"button\" class=\"m-feedback-prompt__button m-feedback-prompt__button--no\"\n                    data-analytics-link=\"feedback-prompt:no\" aria-label=\"Disagree\">\n                <i class=\"fa-regular fa-thumbs-down fa-3x\"><\/i>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    <!-- Feedback form -->\n    <div class=\"m-feedback-prompt__form\">\n        <div class=\"m-feedback-prompt__form--thanks \">\n            <div>Thanks!<\/div>\n            <p>\n                We appreciate your feedback \u2013 your submission has been successfully received.            <\/p>\n        <\/div>\n        <form id=\"contact-form\" class=\"m-feedback-prompt__form--form\" action=\"\" method=\"post\">\n            <input type=\"hidden\" id=\"authenticity_token\" name=\"authenticity_token\" value=\"9eb4f72322\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/api\/wp\/v2\/posts\/3345\" \/>            <input value=\"https:\/\/legalvision.co.uk\/data-privacy-it\/privacy-laws-digital-marketing-business\/\" type=\"hidden\" name=\"currenturl\"\n                   id=\"currenturl\">\n            <input value=\"What Privacy Laws Apply to Digital Marketing for My Business in England and Wales?\" type=\"hidden\" name=\"currenttitle\"\n                   id=\"currenttitle\">\n            <label>\n                <!-- display on thumbs-up -->\n                <span class=\"m-feedback-prompt__feedback m-feedback-prompt__feedback--yes\">\n                    Can you tell us <span class=\"font-semibold\">why<\/span> you found it helpful?\n                <\/span>\n\n                <!-- display on thumbs-down -->\n                <span class=\"m-feedback-prompt__feedback m-feedback-prompt__feedback--no text-lg\">\n                    How can we better improve this article?\n                <\/span>\n                <textarea name=\"feedbackmessage\" id=\"feedbackmessage\" required><\/textarea>\n            <\/label>\n\n            <div class=\"m-feedback-prompt__form--error\" id=\"form-submit-error\"><\/div>\n            <button id=\"submit-contact-form-button\" type=\"submit\" name=\"commit\" class=\"m-feedback-prompt__form--submit\"\n                    data-analytics-link=\"feedback-prompt:submit\">\n                Submit            <\/button>\n        <\/form>\n    <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Marketing your goods and services is an essential part of your company and can provide many benefits. In recent years, digital marketing has become an increasingly popular way for business to broaden their target audience. However, some businesses tend to overdo it and abuse the contact details of consumers. However, if your business follows the<a href=\"https:\/\/legalvision.co.uk\/data-privacy-it\/privacy-laws-digital-marketing-business\/\">Continue reading <span class=\"sr-only\">&#8220;What Privacy Laws Apply to Digital Marketing for My Business in England and Wales?&#8221;<\/span><\/a><\/p>\n","protected":false},"author":13349,"featured_media":3187,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"1596,1264,3269,3272,3262,2400","_relevanssi_noindex_reason":"","editor_notices":[],"footnotes":""},"categories":[27],"tags":[20,21,365,745,746,747],"class_list":["post-3345","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-privacy-it","tag-small-business","tag-medium-business","tag-gdpr","tag-digital-marketing","tag-ico","tag-privacy-laws"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Privacy Laws Apply to Digital Marketing in the UK? 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