Consumer sentiment around marketing data collection varies. It’s therefore imperative for businesses that deal with customer data to do so with the utmost respect, caution, and strict adherence to their consumers’ preferences and in compliance with privacy laws.
As more and more marketers leverage on customer data to build target consumer base, it’s time for CMOs and marketing teams to get to know cybersecurity and focus on cyber risks too.
Out of all six legal bases for processing offered by the GDPR, consent and legitimate interests are the legal bases most likely to be relied upon to justify direct marketing. Where the direct marketing involves electronic communications, however, is where things get muddy.
Thailand's new Computer Crime Act gets tough on electronic marketing and spammers will now face criminal charges and hefty penalties if found guilty.
The use and disclosure of personal data for direct marketing purposes is strictly regulated in Hong Kong with more severe consequences for non-compliance than other breaches of Hong Kong privacy law, and is often found to be significantly more onerous than in other jurisdictions. This article summarises some of the key elements of Hong Kong’s direct marketing regime.