That Purchased Data Episode


The DMA’s Director of Policy and Compliance, John Mitchison, untangles the web of regulations around GDPR, PECR, and ePrivacy, and addresses the question of using purchased data in marketing campaigns.

Data. The lifeblood of marketing. Without data, we’d be standing on rooftops shouting into the wind.

John Mitchison, the Data & Marketing Association’s Director of Policy and Compliance, and Spotler’s data point man and Marketing Director Simon Moss, pay a visit to That Marketing Podcast to cover the rules and regulations that marketers need to know about:

  • How GDPR, PECR and ePrivacy combine in practice:

“The obvious law as you said is GDPR, the General Data Protection Regulation, but then specifically for electronic communications, we have PECR, the Privacy and Electronic Communications Regulations. PECR is the UK’s interpretation of the ePrivacy directive [which] came into force in the early 2000s. It affects how we send communications by email, how we make telephone calls and SMS’s and it also deals with Cookies as well.”

  • What sort of email addresses you can send to:

“It’s not the format that distinguishes between a business and a consumer. It’s whether they are actually a business and when we say business, we mean like a limited company or something like that. People that are sole traders and partnerships, they are considered individuals. And that’s the legal definition. So, you know, I may well own a limited company, and I may use a Gmail address. But that’s for the business to find out.”

  • Is it OK to send to purchased data:

“Yes, yes, it is.  In the case of B2B, there’s this little carve-out exception, where you don’t need consent. So for both emails and SMS communications, in the B2B world, you don’t need to have consent, you just need to check that you are targeting the appropriate person within the organisation and you have to give the opportunity for that person to opt out as well.”

About the Speaker

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John Mitchison has extensive knowledge of the data and marketing industry, with over 20 years of experience. He has worked closely with a variety of stakeholders within the industry providing expert advice and support to organisations dealing with the legal, compliance and policy-related changes affecting their businesses, as well as contributing guidance to many industry and government working groups and committees. Prior to joining the DMA, John worked at Acxiom and before that the Daily Telegraph, where his roles involved managing large data campaigns.

About the Presenter

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‘That Marketing Podcast’ is hosted by Richard Wall. The marketing team’s jack-of-all-trades, you can find him attending and hosting seminars, split testing his way to success and chasing down those hot chilli leads. His passion for podcasts has led him to many an interview and investigation on all things Marketing for you to enjoy.

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