ABSTRACT
The General Data Protection Regulation (GDPR) has raised the game and increased the rights of the citizen to a whole new level. Marketing is a particular area where a person may need to change their working practices in order to make sure they are working within the law. One should bear in mind that there are much stricter rules that he/she must follow if he/she is to avoid problems. While there is not a definition of direct marketing within the GDPR, a reasonable working definition would be: “Electronic communications sent between particular parties over a phone line or the Internet with a view to promoting an organization or product. This includes phone calls, faxes, text messages, video messages, emails and Internet messaging.” There are many countries that offer their citizens similar levels of protection to those that were in place under previous European Union data protection rules.
