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These leads are definitely useful if you are a database holder, since you have to comply with various legal obligations. These leads are also useful if you use the information for prospective objectives (you are not a database holder, but you rent the information for unique use, and you do not save the data in a file). You will have to face this issue sooner or later. Finally, you should keep in mind that respect for the consumer has a key place in direct marketing: it is the key to success.
1. Notify the consumer when you collect information
Example of a notification: ´Inclusion of the abovementioned information will help us to meet your request and to keep you informed on a regular basis of our activities. You keep the right at all times to request, correct or have this information deleted. Unless you indicate otherwise, the data may be forwarded to other parties.´ This is valid information when the database holder (name and address) and the objective of the collected information are indicated in the document. Please add both elements, should they not be contained in the document !
2. Process any information only ...
If it is to the point, adequate and needed for the target of the data process. In other words, subject to exceptions, do not process any ´sensitive´ data (medical, judicial, ethnic, religious, or political), which were obtained in an honest way, either directly from the concerned party who knows about the purpose of the treatment, or from a source with this purpose, for ex. Consu-Data.
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3. Give the consumer access right and the right to correct
You are legally obligated to respond to questions asked by private persons with regard to their personal information.
- Access right: ´What is the information you have on my person ?´
- Right to correct: ´The information you have on my person is inaccurate, please correct.´
Turn this obligation into an opportunity, and ensure free and fast information for the consumer. Offer the consumer access to the personal data you have available, and make the requested correction. (You have common interests.)
4. Give the consumer the possibility to oppose the use of his information for marketing purposes
If personal data are obtained for purposes of direct marketing, the data subject may object free of charge and without any grounds against the intended processing of personal data relating to him.
5. Give the consumer the right to be deleted from the Direct Marketing circuit
The legislation is not mandatory yet for this issue. However the European directive provides for the right to be deleted. Individuals who express the desire not to receive unasked for mailings (such as mail or mailings in name), are added to the Robinson List. This list is administrated by the BDMV
6. Further information
BDMA
Buro & Design
Heizel Esplanade box 46
1020 Brussels
tel: +32 (0)2/477 17 97
fax: +32 (0)2/479 06 79
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