Recently the UK announced an amendment to the Data Protection Act 1998 by inserting a new section 52AA which provides that the Information Commissioner must prepare a Code of Practice that contains both practical guidance as to how direct marketing can be carried out in accordance with the law and any further guidance that the ICO considers appropriate to promote “good practice in direct marketing”.

The ICO must now consult with trade associations, data subjects and others who represent the interests of data subjects and the direct marketing code obligations come into force on the 27th June 2017.