First you must know what direct marketing is. Direct marketing is when you approach someone (data subject) in person, by mail, or via electronic communication to
- promote, or offer to supply, any goods or services to that person,
- request that person to make a donation of any kind for any reason.
With the POPIA in sight, the rules have changed. From now on, before you send direct marketing to someone for the first time via electronic communication, you must get that person’s consent. Electronic communication includes emails, SMSs, automatic calling machines, and fax machines (yes, they still exist).
You also need to make sure the data subjects know that they have the right to unsubscribe at any time, and you must continue to remind them of that right every time you send them direct marketing. It must be easy to unsubscribe – don’t make anyone jump through hoops.