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Belgian DPA Publishes Direct Marketing Recommendation

  • 06/04/2020
  • Articles

In its first general recommendation of 2020, the Belgian Data Protection Authority published useful guidance for direct marketing activities. 

Direct marketing is marked as a “priority sector” in the recently presented strategic plan of the Data Protection Authority. In this context, the recent recommendation provides welcome clarifications for the challenging task of aligning direct marketing with the protection of personal data. The recommendation discusses the roles of the various players in the direct marketing field, defines key concepts and provides an overview of how the GDPR’s data protection principles can be applied to direct marketing. The Data Protection Authority illustrates its recommendation with practical examples and recent decisions by supervisory authorities in various EU Member States.

In the memorandum, we provide a short overview of the main items discussed in the Recommendation.

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