The law and social expectation

When producing direct mail it is extremely important to have an awareness of the legal guidelines and industry best practice to ensure that you operate as professionally as possible. 

This module outlines the legal frameworks which must be adhered to when using direct mail, the ethical decisions that must be considered, and the options available to direct mailers in order to comply with and fulfil customer expectations. 

Learning objectives

By working through this module you should develop:

• An awareness of the legal framework within which direct mail operates, with particular reference to the Data Protection Act 1998
• An awareness of the wider cultural issues in respect of direct mail
• An understanding of the solutions and approaches that contribute towards making direct mail a welcome and enjoyable experience for the recipient

This module includes 5 lessons plus a short review. It will require around 3 hours of study time.

• Lesson 1: Direct mail: its social role
• Lesson 2: Legal framework
• Lesson 3: Additional legal considerations
• Lesson 4: Consent culture
• Lesson 5: Environmental impact
• Lesson 6: Module summary

Level: Marketing tactics L4