Charities have been encouraged to take part in a consultation on new guidance around the introduction of a “soft opt-in” for electronic marketing.
The Information Commissioner’s Office has this week opened a consultation on draft guidance for organisations handling data protection complaints in preparation for the Data (Use and Access) Act, which is expected to be fully introduced in the coming months.
The act will enable charities to send direct marketing messages via email, text or social media to people who either express an interest in or offer to provide support to their charity without needing the person’s consent.
It will also require organisations to give customers a way of making data protection complaints, acknowledge receipt of complaints within 30 days of receiving them, take appropriate steps to respond to complaints including making appropriate enquiries and keep people informed and tell people the outcome of their complaints.
“The guidance aims to walk organisations through the new requirements and inform them of what they must, should and could do to comply,” the regulator said.
“It includes helpful tips and practical advice for each stage in the process.”
The consultation invites views on areas including the main challenges organisations would face in implementing a complaints process, the extent to which they feel the guidance helps them understand their legal obligations in this area and the costs they are likely to face as a result.
The regulator said it might publish in full the responses received from organisations or a summary of the responses.
The consultation is open until 19 October.
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