The direct marketing hokey pokey: Opt-in, opt-out
The Information Regulator, Pansy Tlakula, has identified the direct marketing industry as one that has much work to do to realise POPI compliance. What’s the current state of play?
11 May 2020
Direct marketing is essentially all about customer information – the creation of databases, the targeting of people and continuous engagement with customers. The Protection of Personal Information (PoPI) act, on the other hand, is all about creating privacy by design.
“Marketers in this segment will soon need to be more conscious of how they engage with consumers and work towards opt-in transparent communications,” says Lisa Steingold, head of Marketing at Metaco.
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