Do You Need Consent to Send Ad Mail

Is there any need to secure consent from a customer in order to send direct mail, or are Legitimate Interests enough?

Ad mail is by its very nature not electronic.

This means that it is not covered by the Privacy and Electronic Communications Directive (known as PECR), which stipulates that there is a need to secure consent to send marketing communications.

There is therefore no need to secure consent to send ad mail, and Legitimate Interests should be sufficient. But, the ad mail must have a clear unsubscribe or opt-out option.

But, that's not all.

The GDPR requires businesses to keep personal data as up-to-date as possible so you will still have to check that the person is not registered on the Mailing Preference Service (unless they are an existing customer of yours) and you should also screen against your in-house suppression file.

Lastly, before you send out the ad mail, do check that the Interests of your business does not have an impact on the recipient's right to privacy.

Normally this condition is met by including an unsubscribe or opt-out on the piece of direct mail.

To meet the Accountability requirements of the GDPR the ICO expects companies to demonstrate awareness at every level of their organisation, from boardroom to postroom.
The IDM Award in GDPR is the ideal, demonstrable, way to build GDPR awareness at every level of your organisation. Enrol now on our DMA-validated, two-hour online course. 

To see the IDM's full portfolio of GDPR training courses and qualifications, click here.

Back to blogs

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"

Martin Radford,
Data Services Manager, CDS Global

Train Your Teams

Upskill your teams marketing capabilities with a tailored IDM training plan that suits your business

T-6a0e2d55-230c-42e8-a31c-10df0377a1f0-1.jpg Corporate Training

Enhance your career with the IDM

Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

T-70b2be21-1173-4376-bbda-a80bd2ca6f3d-1.jpg Marketing qualifications

We use cookies to help enhance your experience and improve the functionality of our website.
For more details and help to manage your cookie options read our Privacy & Cookies information.

Report a bug