The UK Advertising Standards Authority (ASA) upheld a complaint under the UK Committee of Advertising Practice Code (CAP Code), which requires UK marketers to gain the explicit consent of consumers before disclosing their personal details to third parties for direct marketing purposes (the ‘Kaleidoscope Decision’). Kaleidoscope Ltd published a national advertisement for goods, which included a clause in small print stating that by responding to the promotion, consumers were explicitly consenting to the advertiser sharing their information with other organizations. The ASA ruled that the advertisement breached the CAP Code (rules 43.4c and 43.5), as consumers did not explicitly consent to the clause simply by responding to the promotional advert. The ASA’s adjudication is available here