Targeting your marketing: International Direct Marketing Fair

Experts from both the Advertising Standards Authority (ASA) and the Committee of Advertising Practice (CAP) were on hand at the International Direct Marketing Fair to offer advice and guidance on how direct marketers can ensure their campaigns, both electronic and paper-based, comply with the CAP Code. The direct marketing rules in the Code include obtaining, compiling, processing and use of personal data for the purpose of marketing products/services through direct mail as well as the rules to follow when targeting consumers with e-mail and text message marketing.  Marketers visited the stand to pick up a handy check list full of tips and reminders to help them avoid distributing poorly targeted material that could mislead or offend.