The Italian Data Protection Authority (the “Garante”) released a new Vademecum to explain to consumers what rights they have and how to exercise them – but also to urge companies to improve straightforward relationships with their customers and prevent marketing from turning into the “far west” of spam.

The Vademecum contains explanations, tips, and rules on how to reconcile privacy with market requirements.

In particular, on one hand, the consumers are informed on how to prevent a company from violating their privacy and interfering with their lives without permission – via unsolicited calls or mails or by spying their purchases. On the other hand, companies find guidance on how to approach the consumers – listening to them and turning them into loyal customers without being intrusive; they will also find in-depth information on the many decisions adopted by the Garante to foster privacy- compliant marketing.