We advise a FTSE 100 plc operating in the alcoholic drinks industry on the compilation and use of its direct marketing database. This is an important issue for the client given that, as a well-known consumer-facing organisation, it cannot inadvertently market to vulnerable groups such as children.
It is also important, given the huge size of its marketing databases, that the ownership and control of the databases are closely protected. We advise on the steps necessary to ensure that any direct marketing activity takes account of copyright and trade mark law, privacy, consumer protection and advertising laws.
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