Abstract
The direct marketing industry is increasingly having to come to terms with data protection legislation, and to operate in different ways in different national markets. It is not widely appreciated that direct marketing practices throughout Europe must function within diverse and, at times, atypical regulatory and disciplinary context. The experience of some commentators involved in this powerful and sophisticated business suggests that a balanced approach is needed if a variety of conflicting interests are to be accommodated. However, there are some wider issues of public policy that need to be considered and it is not always possible to see the issues purely in terms of consumer choice and individual privacy.
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