ICO Direct Marketing Code of Practice Consultation response

In January the ICO published a draft of its direct marketing code of practice for consultation. This is a statutory code the UK Data Protection Act 2018 and as such the ICO will take it into account in its regulatory action, and it can also be used in court proceedings. There is a chapter covering ‘online advertising and new technologies’ and the draft states that at least some behavioural advertising is in the scope of this draft code. 

IAB UK has responded to the consultation. Our response identifies where more clarity is needed, particularly in distinguishing between types of digital advertising and data use that should and should not be in the scope of the code, and its interplay with the GDPR and ePrivacy legislation.