05 Mar 2012 
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News Category: B2B Data
Companies that use B2B data and global lists to send out direct mail marketing may be affected by new EU Data Protection Regulations.
This is the warning of information commissioner Christopher Graham, who also advised the UK direct mail marketing industry to adopt best practice and become involved with the legislation process.
Speaking at the Direct Marketing Association's annual Data Conference, Mr Graham insisted he welcomes some aspects of the new regulations but it is also over prescriptive.
He said: "There is also too much focus on detail that risks making a fetish of process. The Regulation must instead focus on how we can address the real risks.
"The direct marketing industry has an important role to play in the legislative process. It must focus on good practice and respect recipients."
Firms using B2B data to run direct mail marketing campaigns may also be affected by changes in the costs imposed by the Royal Mail over the next 12 months.
It is thought that direct mail marketing prices will increase by between one and five per cent, which may put some firms off of using this channel, the Direct Marketing Association has predicted.
