2015 Law Changes That Affect Marketers

January 6, 2015

The New Year is here, and with it comes a host of new laws, some which affect marketers in one way or another. Although we saw things like the introduction of the cookie law in 2012 and we haven’t been hugely impacted by it, a few of the laws below will mean we have to alter our outlook (especially the one around telemarketing, making it tougher for marketers to use). It’s not a be-all-and-end-all situation, it’s just another way to make us work harder at qualifying and engaging our prospects.

Take a look at the few below, as cited on Marketing Week. How do you think these may affect your marketing efforts this year?

  • By the summer, there is likely to be another draft of the European Union’s Data Protection Regulation. If approved, marketers could have to fundamentally change their approach. There would be a range of requirements, but the main one would be the need to receive explicit consent from consumers before their data is used for marketing purposes.
  • The E-Privacy Directive, otherwise known as the ‘cookie directive’ will be reviewed towards the end of the year. Any advancement will be closely scrutinised, as we all saw the alarm caused in 2012 when websites were required to ask for consent to use cookies.
  • The Government has been considering its response to a report by the Nuisance Calls and Texts Task Force, led by Which?. Any changes as a result of the recommendations will be made this year. The report called for the Government to change the way marketers use consent for direct marketing, demanding that companies should keep a record of consent; that people should be able to easily revoke their consent; and that fresh consent should be gained after a minimum period of six months.
  • The Consumer Rights Bill designs a framework that puts consumer rights (covering contracts for products and services, digital content and the legalities with regards to unfair terms in consumer contracts) in one place. It is anticipated that this will be ‘rubber stamped’ by both Houses prior to the election and made law by the end of 2015. This change has been described by the Government as “the biggest overhaul of consumer law for decades”. The Government has also said that it will make it easier for consumers and SMBs to challenge “anti-competitive behaviour” through the Competition Appeal Tribunal.