POPIA Q&A: What is Direct Marketing?

1. Are messages related to our services considered direct marketing?

You don’t need consent to send information to existing customers relating to their services (i.e.: notifications about their accounts), if they’re related to the services you do for them.

2. Is marketing through social media considered direct marketing?

There are two ways, essentially, of marketing via social media. The one way is by targeting people of certain demographics with certain interests — these are people you don’t know. The other way is by uploading the contact details of the specific people you want to show ads to on social media — these are people you do know.

3. Is a product-recommendation email from a government also considered direct marketing?

The South African government is subject to data-privacy laws and must comply just like everyone else. Whether the laws in a foreign country apply to their government will depend on their legislation.



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Marketing automation software that enables data-driven and hyper-personalised communication via email and SMS.