DMA GDPR Guide for Marketers

30-Apr-2018 11:07:52 / by Dylan Jenkins

Dylan Jenkins


DMA GDPR for Marketers


The Direct Marketing Association has just released a GDPR Guide for Marketers which illustrates how the lawful bases of Consent and Legitimate Interest can be applied to real-life marketing activities.

The guide was produced in collaboration with the ICO and it states that it should be possible to call upon Legitimate Interest when sharing data with third parties for the purpose of postal communications, provided the retailer is open about this sharing and that the individual has been given a chance to object via an opt-out statement at the point of collection.

Epsilon Abacus has held this view since the GDPR was finalised in April 2016 and is very pleased to see the DMA and other industry bodies share the same position.


Topics: Abacus Alliance, Epsilon Abacus Insights

Dylan Jenkins

Written by Dylan Jenkins

A very experienced data-marketing expert heading up the commercial side of Epsilon Abacus.