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Consent is King: When we gather personal data for direct marketing, we need to ensure that we have the individual's consent. This isn't just a formality – their consent must be given freely, be well-informed, and specific to what we're asking. Also, it's essential that they can take back this consent at any time.
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The Legitimacy Principle: We must have a valid reason for collecting personal information. And it's not enough to just have this reason, we need to clearly explain it to the individual whose data we're capturing.
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Less is More: Stick to the principle of data minimisation. That means we only collect the absolute minimum amount of information we need. And remember, this information needs to be directly relevant and justifiable by our stated legitimate reason.
In a nutshell, it's about getting the right information, from the right people, in the right way!