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Acxiom hosts pre-launch industry discussion on the ICO’s Privacy Notices Code of Practice

~ Marketing industry generally in support, but what’s it for? ~

June 12, 2009

Acxiom UK played host to privacy experts from across the marketing industry on Thursday, May 28, as the Information Commissioner’s Office (ICO) outlined the impact of its new Privacy Notices Code of Practice to the industry. Privacy experts from across the commercial and legal sectors took the opportunity to discuss the implications of the forthcoming Code on marketing practices directly with the ICO. With marketers worried that they might have most to fear from the Code, everyone involved appreciated the benefits of a pre-launch event to supplement the ICO’s wider public consultation.

The Code will be officially launched by the ICO on June 12, 2009. It has been developed in response to a perceived trend that privacy notices, which explain to individuals how an organisation will handle their personal details, are being written with the focus on protecting the data collectors from legal action, rather than on protecting individuals themselves. Consequently the aim of the Code is to help organisations draft clear privacy notices and make sure they collect information about people fairly and transparently.

Discussion was focused on a number of pertinent issues that participants were keen to have clarified by the ICO, such as the Code’s enforcement; the onus on companies to ensure that individuals are fully aware of their privacy rights; and its impact upon the sale of personal information.

The results of a survey conducted by Acxiom after the event show that the marketing industry is generally relaxed about the Code, a stance that might not be so marked if standards of privacy protection were not as high. 90 per cent of respondents believe that personal information is already adequately protected through regular improvements to their security measures and privacy policies. Additionally, forty-five per cent of respondents believe that the Code will not have any impact upon their marketing practices because of these robust, in-force privacy protection mechanisms.

What, therefore, do marketers see as the purpose of the Code? As well as providing guidance to SMEs that may not have the expertise or resources to attain such high standards of privacy protection, it was generally agreed that the Code would be a tool to reassure individuals that the safety of their information was of paramount importance to companies, a view backed up by 36 per cent of survey respondents.

However, the discussion did leave some food for thought for all marketers, many of whom will have to develop a deeper knowledge of their customers’ profiles and needs if privacy practices are to keep pace with the development of new technologies and marketing practices. Additionally, the event demonstrated the necessity of continued dialogue between the ICO and stakeholders if the Code is to remain valid and reflect the realities of a marketing industry in flux.

Executive quote

Neil Matthews, Privacy Officer at Acxiom UK, was instrumental in ensuring that the marketing industry’s views were heeded during the Code’s consultation process. He believes that the Code is welcome and commented: “You can’t overstate the importance of the Code to the marketing industry. While there are still concerns about some elements, it is generally a strong document. We’re glad that the ICO recognises the Code is an evolving guideline. With input from all stakeholders, it can be adapted to suit changing technologies and activities, so that it remains relevant and useful.”

Nick Martin, Managing Director of Acxiom UK also added “This event demonstrates Acxiom’s commitment to engaging stakeholders on the big ticket issues that affect everyone in the marketing industry. As technology changes the interaction between consumers and suppliers, we need to constantly re-evaluate our approach and maintaining a dialogue between industry and regulators is as important as ever.”

About the company

About Acxiom

The global leader in interactive marketing services, Acxiom connects clients with their customers through deep consumer insight, powering effective and profitable marketing initiatives and business decisions. Our consultative approach spans multiple industries and incorporates decades of experience in consumer data and analytics, information technology, data integration and consulting solutions for effective marketing across digital, Internet, email, mobile and direct mail channels. Founded in 1969, Acxiom is headquartered in Little Rock, Ark., and serves clients around the world from locations in the United States, Europe and the Asia-Pacific. For more information about Acxiom, visit www.acxiom.com.

Contact details

For further comment and views on the launch of the ICO’s Privacy Notices Code of Practice on Friday June 12th, please contact Suzy Ferguson on 020 7802 2626 / suzyf@lewispr.com.

Technorati tags: Acxiom | marketing | privacy | ICO |

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Acxiom hosts pre-launch industry discussion on the ICO’s Privacy Notices Code of Practice

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About the company

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