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ICO Compliance: A Beginner's Guide

Tagged with compliance, ico, opt-in, opt-out, optin, optout
by Garth Colligan
in Blog

24-Oct-2014 00:00

When using a system like TextGoto, compliance is an important factor to take into consideration, especially when using the service for marketing. The messages you send must fall into some guidelines set by the ICO (Information Commissioners Office) and the ASA (Advertising Standards Agency). One of my roles here at Psychomarketing is to help customers with their compliance and make sure they won’t stumble into any trouble. We don’t regulate this but we help our customers navigate through the minefield that can be compliance.

The ICO's rulings:

  1. you must be able to prove when asked that you own or have the rights to the data you are using to send messages to. As well as this, when the data is being obtained the person must have had the opportunity to opt-in to receive marketing texts.
  2. You must include an opportunity for the recipient to opt out and this has to be simple. Some of our customers use their own system for this but we also have our own system to help you manage this.
  3. You must be using your data in a relative way to where the data originates from. If you were to obtain your data from a food/takeaway service you could only send relative marketing broadcasts.
  4. The ASA just wants to make sure you are not lying to or misleading people. Even accidents and mistakes can cause trouble – especially if you are sending thousands of SMS messages in a broadcast.

At TextGoto we will do our best to keep you aware of the current compliance rules and help you if we notice any trouble with your messages and feel free to contact us if you have any questions on your sends - however compliance with appropriate standards is YOUR responsibility!

Useful Links

The Information Commissioner's Office (ICO)
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