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April 2008
Keeping you up-to-date with developments in the non-broadcast advertising codes and the range of resources available to you.
Knowing the rules can help you avoid consumer or competitor complaints - and ASA investigation. For any immediate queries, contact us on: 020 7492 2210 Monday to Friday 9am to 6pm and speak to one of our advisers.
Welcome to Insight from the Copy Advice team at CAP
This month we’re thinking about data and the implication for Direct Marketing; with links to a whole raft of new online advice on this difficult subject area and details of our stand at the International Direct Marketing Fair.
Make sure you don’t miss out on important information – simply click on the link at the end of this email to ensure that your personal profile is up-to-date and you continue to receive the communications you want.
We hope Insight will help you get the best from the Copy Advice service.
Claire Serle, Copy Advice Manager
claires@cap.org.uk
These days, the subject of data protection is rarely out of the headlines, with frequent losses of data and potential breaches causing increased concern among the public.
Naturally the Database Practice section of the CAP Code is concerned only with the use and protection of data collected for marketing purposes, but it closely reflects the various laws on data protection. And in light of current media attention, following best practice and ensuring your procedures comply with the Code is more important than ever.
If you’re involved in direct marketing in any way, you’ll know there are rules and regulations for consent, the way you should collect data and the appropriate use of that data – whether you’ve collected it yourself or bought or rented lists. You’ll also be aware just how damaging direct marketing can be to a brand if it’s sent without consent, is badly targeted, or sent to those who have asked repeatedly not to receive it.
It’s easy to trip up: the rules are complex and vary according to communication channel, but getting it wrong can lead to ASA investigation and an upheld adjudication (see the World Networks and Robert Billington ASA adjudications) and even potentially prosecution by the Information Commissioner’s Office.
That’s why CAP has recently overhauled its guidance on Database Practice and published just over a dozen new, concise and specific entries on its searchable AdviceOnline Database. Click the links below to read the entries:
All the queries Copy Advice regularly receives are covered: explicit consent, soft opt-in, refer-a-friend schemes, ensuring content is appropriate (areas where marketers frequently stumble)… The keyword search should lead you to the guidance you need. It’s not legal advice, but it can help ensure compliance with the Code and give you the confidence to know you’re following best practice and treating your customers and their data with appropriate care – unlike some we could mention!
You can of course contact the CopyAdvice team to check your campaigns measure up to the Code (or if you’d just like some help finding further guidance online.)
Call 020 7492 2210 to speak to an adviser or e-mail copyadvice@cap.org.uk.
CopyAdvice at the International Direct Marketing Fair
Meet the Copy Advice Team
Everyone in our team of six is happy to deal with any question that may arise, but we all have special interests in particular areas. In every edition of Insight we will introduce an individual member of the CopyAdvice team, so if you have specific relevant queries you will know who to come to.
Maria Donde
Maria has a degree in Modern Languages from Cambridge University as well as an MA in Literary Translation from Middlesex University, and she is fluent in Russian. She has a background in the media, having worked as a radio journalist for the BBC and press analyst. Her last job involved evaluating national press coverage of the issues surrounding food and childhood obesity, as well as telecoms and corporate social responsibility.
She joined the ASA in 2005 and worked initially in the complaints department, assessing public and industry complaints.
She has been with the Copy Advice team for over two years now, in which time she has developed a specialism in the advertising of food, with a particular interest in functional food advertising. Her other areas of expertise include data protection, database practice and direct marketing, and she advises extensively on prize draw mailings.
You can contact Maria directly on 020 7492 2106 or email her at mariad@cap.org.uk
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