Direct marketing is commonly defined as “sending promotional materials by mail or telephone to individual households or businesses” or “sending promotional messages directly to consumers rather than through mass media, including methods such as direct mail.” or telemarketing”.
When using direct marketing as a means of advertising, care should be taken not to violate the privacy of citizens. Most often, this happens with the formation of collections of personal data that contain certain characteristics of persons, such as age, gender, property status, consumer habits. The possession of personal data of persons without their consent and their use for commercial purposes is contrary to the Law on the Protection of Personal Data (the so-called “opt-in” principle). When using personal data for commercial purposes, the subject of personal data has the right at any time to withdraw his consent to use them (the so-called “opt-out” principle), by using simple means. Thus, if you call a potential client, you should leave him the opportunity to declare whether or not he wants to hear your offer.
