The Danish Data Protection Agency now publishes a guide on the GDPR rules that are particularly relevant in connection with direct marketing. The guide is targeted at counsellors and others with experience in data protection.
Marketing plays a significant role for the majority of Danish companies and organisations. Marketing can contribute to growth and create value. Today, a large part of marketing activities are data-driven, as marketing is organised based on data and, in some cases, targeted using data. When such data is personal data, organisations have a number of obligations under data protection rules.
The focus of this guide is the processing of personal data for the purpose of direct marketing. This is because direct marketing is one of the most widespread forms of marketing and because direct marketing almost always involves the processing of personal data.
The reason why the Danish Data Protection Agency has chosen to target advisers and others with experience in data protection is a desire to articulate and clarify how a large number of data protection rules should be understood in a marketing context.
The guide is intended to help provide an overview
The purpose of the guide is to clarify which data protection rules are particularly relevant when personal data is processed for marketing purposes. Among other things, the guide describes the considerations you need to make before you start your marketing activities, so that you can take the data protection rules into account before the activities begin.
The guide also provides the Danish Data Protection Agency’s assessment of a number of common marketing activities.