The Direct Marketing Association (DMA) of the UK has given “a cautious welcome” to the new data protection bill, which is due to enter into force on 24 October 1998. The bill is intended to draw UK legislation into line with the new EU directive on Data Protection. One of the biggest complaints of the direct marketing industry concerning the new legislation is that it includes a requirement for list owners to obtain written permission from list names before making a list available to third parties; this could seriously hamper business in this sector, which has been growing rapidly in recent years.
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