The proposed Data Privacy Law, arguably among the toughest in the world, aims to regulate the way individuals' information is not only gathered, but also how it is used to reach them via direct marketing techniques. The list of questions from marketers as they relate to the proposed new Data Privacy legislation is virtually endless. But as early as January 2007, these could become valid points that you will need to ask yourself every single time you plan a marketing campaign.
Mike Sham, managing director of Front Foot Strategic Consultants, comments, "I don't think many people actually understand the full impact that this new legislation can have on the way we market in South Africa. The most worrying thing is how many aspects of the marketing industry the new legislation reaches."
He continues, "Basically if you do - or even plan to - use telemarketing, call centres, email, Internet, fax services, databases or traditional mail to reach your clients, this proposed legislation impacts you."
Luckily for us, says Sham, direct marketing experts in the European Union and the UK have faced similar tough restrictions for the past two decades - and we can learn from their insights.
"Guest speakers Rosemary Smith and Jenny Moseley have been practising under similar legislation for two decades now, and have a wealth of experience to offer," says Sham.
In addition, Moseley and Smith will offer insight into the outsourcing industry, data transferring and staff training - especially in call centres, clarify international direct marketing trends and client- and database-retention practices, and present successful case studies.
They will be joined by South African direct marketing experts such as Michelle Perrow, Andrew Ambrogioni and Andy Quinan, who will extend the panel discussions to include topics such as the direct impact this legislation will have both short- and long-term, the development of enterprise relationship marketing strategies, the integration of above- and below-the-line marketing campaigns, and the pros and cons of self-regulation under the new Act.
In addition, Brendan Hughes of Michalsons, who has been very involved in industry submissions regarding the new legislation, will also be on hand to discuss the legal ramifications of the bill.
"This conference is of relevance to every advertising decision maker in every field. From marketing directors to CEOs, call centre operators, direct marketers and list owners - nobody stays unaffected by the changes this legislation proposes," Sham concludes.
For more information, or to attend the conference, visit www.frontfoot.co.za or contact Sarah Henrey on tel +27 (0)11 880 4808 or email .
