Consolidated ICC code

Article D4 – Unsolicited individually addressed digital marketing communications

Individually addressed unsolicited marketing communication via digital interactive media should i) only be conducted where there are reasonable grounds to believe that the consumer who receives such communications has an interest in the subject matter or offer, and ii) include a clear and transparent mechanism enabling the consumer to express the wish not to receive future solicitations.

In addition to respecting the consumer’s preferences, expressed either directly to the sender or through participation in a preference service programme, care should be taken to ensure that neither the digital marketing communication itself, nor any application used to enable consumers to open other marketing or advertising messages, interferes with the consumer’s normal usage of digital interactive media.



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