Jurisdiction(s):
United Kingdom

Related legal acts

Key definition

Direct marketing definition

What does Direct marketing mean? Direct marketing is the sending of promotional or fundraising communications to identified individuals, for example by email, post, SMS, telephone, instant messaging or in‑app message. In the UK, it is defined in section 122(5) of the Data Protection Act 2018 as communication (by whatever means) of advertising or marketing material directed to particular individuals. In Ireland, the term is used across the GDPR/e‑privacy regime with a broadly equivalent meaning. Key features are that it targets a particular person (including sole traders/partnerships and identifiable employees), and is not limited to sales: charities and political parties promoting aims or campaigns are included....

UK B2C telephone (live/automated) and postal direct marketing: compliance under PECR, UK GDPR and DMCCA 2024, with TPS/MPS screening and self-regulatory codes

Published by a LexisNexis TMT expert

Practice notes

This Practice Note serves as a practical ‘how to’ for delivering a compliant B2C telephone and print Direct marketing campaign, and points you to relevant materials. It distils the key principles and legal Rules governing direct marketing, and explains how they affect print and telephone activity. It also offers hands-on advice on the steps and issues to weigh up before dispatching marketing mailings or placing marketing calls to consumers.

Given the variety of routes available for a direct marketing initiative, different legal considerations may arise depending on the campaign’s design, the copy used, the exact media chosen and the jurisdictions in scope. This Practice Note does not cover digital forms of direct marketing, such as Social media Advertising, mobile and virtual advertising. For a ‘how to’ on running a compliant direct marketing campaign in a digital setting, see Practice Note: How to run a compliant direct marketing campaign—digital.

What is direct marketing?

‘Direct marketing’ means the communication, by any method, of advertising or marketing material directed at specific individuals. The most common channels are:

email
telephone calls (live or automated)
post...

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Web page updated on 22/05/2026

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