Invalid opt-ins

The High Court has ruled that the owner of a football fans’ website who sent marketing e-mails and SMS messages on behalf of a sponsor to “opted-in” recipients failed to satisfy relevant obligations where data had been bought in from an unrelated third party. This case provides guidance on the meaning of the terms “opted-in” and “targeted” and also how far an individual’s consent to receive direct marketing extends when data is sold to third parties.

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