Making a mistake like calling people on the Telephone Preference Service could just be the start of your troubles.
Why?
Because once the ICO receives a complaint, they will look at not just your telephone records but at all aspects of your data processes.
They will ask questions about what personal data you use, how you store it and how you source it.
And that could be where it gets worse.
5 companies learnt this to their cost.
First, they called people on the TPS. As you may know, the TPS is a list of people who have objected to receiving marketing calls.
People (rightly) complained about this, bringing the companies to the attention of the ICO.
And when the ICO dug deeper, it turned out they had purchased data about the over 60s from 3rd party data companies and had deliberately targeted these elderly and infirm consumers. They then played on their fears about the pandemic to sell them insurance and servicing agreements they didn’t need!
What these companies did was totally unacceptable and their practices were exposed.
Fortunately, they are the exception to the rule, as most reasonable business owners want to market their products and services legally and ethically.
However, even the most moral and upright businesses can fall foul of the law
That’s why you should be very careful when purchasing 3rd party data to use in your marketing. It can be a great way of reaching new customers, but if you don’t know what personal data the lists contain or how the lists were compiled you can end up in difficulties.
The bottom line is trying to navigate all the rules and regulations can feel like walking through a minefield.
Some conscientious business owners will try to learn them, however, they often end up more worried and confused than when they started!
Especially when they then try to apply what they have learnt to their business.