Belgian Data Protection Authority Releases Direct Marketing Recommendation

On February 10, 2020, the Belgian Data Protection Authority (the “Belgian DPA”) published its Recommendation 1/2020 on data processing activities for direct marketing purposes (the “Recommendation”). With this Recommendation, the Belgian DPA aims to clarify the complex rules relating to the processing of personal data for direct marketing purposes, including by providing practical examples and guidelines to the different stakeholders involved in direct marketing activities. Direct marketing is one of the Belgian DPA’s top priorities for the next few years, as indicated in its 2019-2025 Strategic Plan.

Some of the key takeaways from the Recommendation include:

• Definition. The Belgian DPA defines direct marketing as “any communication, in any form, whether solicited or not, which aims at promoting an organization, a person, services or products (whether free or not), a brand or ideas, originating from an organization or a person acting in a commercial or

  Article source: https://www.lexology.com/library/detail.aspx?g=78294937-61fa-4980-8fd9-7d8bb41b7aa9

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