{"id":206267,"date":"2021-06-24T20:15:41","date_gmt":"2021-06-24T07:15:41","guid":{"rendered":"https:\/\/legalvision.co.nz\/?p=206267"},"modified":"2021-07-12T19:18:22","modified_gmt":"2021-07-12T06:18:22","slug":"direct-marketing-privacy","status":"publish","type":"post","link":"https:\/\/legalvision.co.nz\/data-privacy-it\/direct-marketing-privacy\/","title":{"rendered":"5 Privacy Mistakes When Sending Direct Marketing in NZ"},"content":{"rendered":"\n<p><span style=\"font-weight: 400\">If you handle any personal information, the <\/span><a href=\"https:\/\/legalvision.co.nz\/data-privacy-it\/privacy-act-and-information-privacy-principles\/\"><span style=\"font-weight: 400\">New Zealand Privacy Act<\/span><\/a><span style=\"font-weight: 400\"> applies to you. Therefore, you need to comply with its standards for handling personal data, including its collection and usage. Privacy laws apply when you engage in direct marketing because you use the personal data of your customers to contact them or target them with ads. Indeed, this personal information you use could include:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><span style=\"font-weight: 400\">email addresses;<\/span><\/li><li><span style=\"font-weight: 400\">cookies; or<\/span><\/li><li><span style=\"font-weight: 400\">intellectual property information.<\/span><\/li><\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">If your customers feel you have used their <\/span><a href=\"https:\/\/legalvision.co.nz\/data-privacy-it\/personal-information-nz\/\"><span style=\"font-weight: 400\">personal data<\/span><\/a><span style=\"font-weight: 400\"> in a way that goes against your <\/span><a href=\"https:\/\/legalvision.co.nz\/data-privacy-it\/share-personal-information-advertising\/\"><span style=\"font-weight: 400\">privacy obligations<\/span><\/a><span style=\"font-weight: 400\">, they can complain to the Privacy Commission. You may then face both legal and financial penalties if the issue is serious enough. Therefore, this article will outline five privacy mistakes to avoid when sending direct marketing to your customers.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">1. Failing to Adequately Inform Your Customers<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">Whenever you collect personal data from your customers, such as their contact details, they need to know that you are doing so. You need to take reasonable steps to tell them:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">why you are collecting their personal information;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">whether any particular laws apply;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">who has access to their information;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">whether they can opt-out of giving you their information;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">the consequences of not giving you their information;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">about their ability to access and correct their personal information; and<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">how they can contact you or anyone else that holds their personal information.<\/span><\/li><\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">You must collect information in a way that is legal and unintrusive. For example, say that you collect cookies that attach unique identifiers to your customers when they visit and use your site, determining what marketing you send them. You may need a cookie consent pop-up, and you should detail how you use this information in your privacy policy.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">2. Using Collected Information For a Different Purpose<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">Once you have collected personal information, you generally cannot use that information for any reason other than what you told your customers at collection. If your customers would be surprised by how you use their personal information, then you should not be using it in that way. You can only change your purpose when:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">you have your customers\u2019 consent;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">the new purpose is directly related to the old one; or<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">it is necessary for meeting other legal requirements.<\/span><\/li><\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">For example, say that you collect a customers\u2019 email address to send them shipping notifications about product delivery. Unless you have their permission, it is a breach of privacy to then send direct marketing to that email address. This would breach your privacy obligations.<\/span><\/p>\n\n\n\n\n<a href=\"#content-next\"\n   class=\"block p-4 mt-10 text-xl font-bold text-center text-white no-underline bg-gray-800 rounded-t-xl\">\n    Continue reading this article below the form\n    <i class=\"text-xl fa-regular fa-arrow-down\"><\/i>\n<\/a>\n<div class=\"px-6 pt-10 pb-12 mb-10 text-center bg-gray-100 rounded-b-xl sm:px-12 test\">\n    <div class=\"mb-8 text-2xl font-bold text-orange\">\n        Need legal advice?\n        <br>\n        <span class=\"text-lg not-prose\">\n                            Call <a href=\"tel:+64800005570\" class=\"not-prose\">0800 005 570<\/a> for urgent assistance.\n                <br>\n                Otherwise, complete this form, and we will contact you within one business day.\n                    <\/span>\n    <\/div>\n\n    \n\n<div class=\"not-prose flex justify-center text-left gform_input_bg_white    \">\n    <script>\nvar 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View our <a href=\"https:\/\/legalvision.co.nz\/privacy-policy\/\" target=\"_blank\">Privacy Policy<\/a>. <\/div><div id=\"field_2452_8\" class=\"gfield gfield--type-hidden gfield--input-type-hidden gform_hidden field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><div class='ginput_container ginput_container_text'><input name='input_8' id='input_2452_8' type='hidden' class='gform_hidden'  aria-invalid=\"false\" value='http:\/\/legalvision.co.nz\/api\/wp\/v2\/posts\/206267' \/><\/div><\/div><div id=\"field_2452_13\" class=\"gfield gfield--type-hidden gfield--input-type-hidden gform_hidden field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><div class='ginput_container ginput_container_text'><input name='input_13' id='input_2452_13' type='hidden' class='gform_hidden'  aria-invalid=\"false\" value='generic_form' \/><\/div><\/div><\/div><\/div>\n        <div class='gform-footer gform_footer top_label'> <button type=\"submit\" id=\"gform_submit_button_2452\" class=\"gform_button button\" onclick=\"gform.submission.handleButtonClick(this);\" data-submission-type=\"submit\"><span class=\"gform_submit_button__text\">Submit Now<\/span><\/button> <input type='hidden' name='gform_ajax' value='form_id=2452&amp;title=&amp;description=&amp;tabindex=0&amp;theme=gravity-theme&amp;hash=8d907caff460821c366ed2411b0c45b3' \/>\n            <input type='hidden' class='gform_hidden' name='gform_submission_method' data-js='gform_submission_method_2452' value='iframe' \/>\n            <input type='hidden' class='gform_hidden' name='gform_theme' data-js='gform_theme_2452' id='gform_theme_2452' value='gravity-theme' \/>\n            <input type='hidden' class='gform_hidden' name='gform_style_settings' data-js='gform_style_settings_2452' id='gform_style_settings_2452' value='' \/>\n            <input type='hidden' class='gform_hidden' name='is_submit_2452' value='1' \/>\n            <input type='hidden' class='gform_hidden' name='gform_submit' value='2452' \/>\n            \n            <input type='hidden' class='gform_hidden' name='gform_currency' data-currency='AUD' value='4YI\/UOxGlP4gsc47KZJgxck6LGQqZFCaolgtcuq08MF8AXkEGDrdQGkqJOrgBRiN08TFgLMCU72gXedLnR1TQh8ZzUHo4AAE4YNpiyab6QgY15M=' \/>\n            <input type='hidden' class='gform_hidden' name='gform_unique_id' value='' \/>\n            <input type='hidden' class='gform_hidden' name='state_2452' value='WyJ7XCIxNFwiOltcIjIyODY0N2ViMWU3NTcxZjA4YTY4NGJmMDcwMTk3Y2I0XCIsXCJiMzk3YmQ1MDBmMmFjNjk1ODE4MzdmNTBhYTA2MzQ0OFwiLFwiNGYyNGZkZGEwMzlkNDUxMWFhZGE1NGYwZmQwZmNiZTdcIixcIjUyMmJkMDE2M2I2ZmEwOTI3NDZhZjU5YTg0ZmM1NDk5XCIsXCIzODRlNjk1YjQxMTAzMWFiYmQ2ODEyMGYyZWFhMDYyNlwiLFwiYjkzNDcwNTE2MjkxOGRjZWViMjQzNzRjNmE0NGVmNTlcIixcIjQxMTliODZhMzVjYzJiMWViNDZiMmQ4NjRlNGUzZmNjXCJdfSIsIjQ3MjNiMzA2ZDIyZGVkODA2N2YyMjYyOThkYzI1ODVmIl0=' \/>\n            <input type='hidden' autocomplete='off' class='gform_hidden' name='gform_target_page_number_2452' id='gform_target_page_number_2452' value='0' \/>\n            <input type='hidden' autocomplete='off' class='gform_hidden' name='gform_source_page_number_2452' id='gform_source_page_number_2452' value='1' \/>\n            <input type='hidden' name='gform_field_values' value='' \/>\n            \n        <\/div>\n                        <\/form>\n                        <\/div>\n\t\t                <iframe style='display:none;width:0px;height:0px;' src='about:blank' name='gform_ajax_frame_2452' id='gform_ajax_frame_2452' title='This iframe contains the logic required to handle Ajax powered Gravity Forms.'><\/iframe>\n\t\t                <script>\ngform.initializeOnLoaded( function() {gformInitSpinner( 2452, 'https:\/\/legalvision.co.nz\/wp-content\/themes\/legalv-v6\/img\/spinner.svg', true );jQuery('#gform_ajax_frame_2452').on('load',function(){var contents = jQuery(this).contents().find('*').html();var is_postback = contents.indexOf('GF_AJAX_POSTBACK') >= 0;if(!is_postback){return;}var form_content = jQuery(this).contents().find('#gform_wrapper_2452');var is_confirmation = jQuery(this).contents().find('#gform_confirmation_wrapper_2452').length > 0;var is_redirect = contents.indexOf('gformRedirect(){') >= 0;var is_form = form_content.length > 0 && ! 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Insufficient Security Measures for Your Databases<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">The information you use for direct marketing will usually classify as personal information, which means you need to have reasonable security measures for your databases storing that information. This applies to both your physical and digital databases.<\/span><\/p>\n\n\n\n<div class=\"box box--icon box--info\">\n<p><span style=\"font-weight: 400\">For example, say that you keep files of customer mobile numbers you use for direct text marketing in a filing cabinet. You need to ensure that the filing cabinet is locked, and you limit who has access to those numbers.<\/span><\/p>\n<\/div>\n\n\n\n<p><span style=\"font-weight: 400\">When you store information digitally, you can have more significant risks of a privacy breach. Therefore, you need to have adequate security software and control measures, such as:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">strong passwords;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">up to date anti-virus software;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">two-factor or multi-factor authentication;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">firewalls; and<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">encryption.<\/span><\/li><\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">If you do not adequately protect the personal information you hold and a privacy breach occurs, customers will have their contact information fall into the wrong hands. This goes against your privacy obligations, and you could face legal penalties.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">4. Failing to De-Identify Information Where Appropriate<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">Depending on the kind of direct marketing you engage in, you may have the ability to de-identify the personal data you hold. Whenever this is possible, you should do so. De-identifying information means that you remove any identifying aspects of that information, removing ties to a person. You can do this for:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">general location information; and<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">information about customer preferences.<\/span><\/li><\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">Instead, rely on anonymous customer profiles to determine the advertising they see on your website. You can still keep information about their preferences or behaviour on your site, but do not keep information that you can use to identify them as an individual. This reduces risks if there is a privacy breach and you are dealing with less personal data.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">5. Sending Emails that Classify as Spam<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">It is illegal to send spam to your customers in New Zealand. When you send commercial emails to your customers, such as those promoting new products, you need to follow a specific legal standard when you do so. Otherwise, these emails will classify as spam, and you could face legal repercussions. These requirements are that you:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">have customer consent to send them these emails;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">identify your business and provide contact details; and<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">provide the ability to unsubscribe in every email or other direct marketing communication.<\/span><\/li><\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">Sending customers emails they do not want to their personal email addresses may also have privacy implications, as email addresses can be personal information. Therefore, it is doubly important that customers know when you collect their email addresses, and you have their consent to send them direct marketing of this nature.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">Key Takeaways<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">Your business may use direct marketing tactics like email marketing or targeted ads to engage customers you think will be likely buyers of your products. This can be useful for drawing customers, but there are privacy risks attached to this kind of marketing. It is important to tell customers when you collect their personal data and get their consent when you need it. If you would like more information or help with privacy and direct marketing, contact <a href=\"https:\/\/legalvision.co.nz\/it-lawyers-lp\">LegalVision\u2019s <\/a><\/span><a href=\"https:\/\/legalvision.co.nz\/it-lawyers-lp\"><span style=\"font-weight: 400\">data, privacy, and IT lawyers<\/span><\/a><span style=\"font-weight: 400\"> on 0800 005 570 or fill out the form on this page.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">Frequently Asked Questions<\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1622181915659\"><strong class=\"schema-faq-question\">What is direct marketing?<\/strong> <p class=\"schema-faq-answer\">Direct marketing refers to a marketing tactic where you present promotional information about your business to specific groups or individuals. This is because you have identified them as potential customers.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1622181923676\"><strong class=\"schema-faq-question\">How do you de-identify information?<\/strong> <p class=\"schema-faq-answer\">You can de-identify information by removing any personal data that points to a specific data subject. This could include removing their name from documents or blurring out their face in images.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1622181936326\"><strong class=\"schema-faq-question\">What is spam?<\/strong> <p class=\"schema-faq-answer\">Spam refers to unsolicited commercial electronic messages. These are commercial messages, such as those with direct marketing purposes, that your customers have not asked to receive and are illegal.<\/p> <\/div> <\/div>\n<div class=\"not-prose m-feedback-prompt\">\n    <!-- Thumbs up\/down bar -->\n    <div class=\"m-feedback-prompt__main\">\n        <div class=\"m-feedback-prompt__title\">Was this article helpful?<\/div>\n        <div>\n            <!--span class=\"m-feedback-prompt__button--text\">Thanks!<\/span-->\n            <button type=\"button\" class=\"m-feedback-prompt__button m-feedback-prompt__button--yes\"\n                    data-analytics-link=\"feedback-prompt:yes\" aria-label=\"Agree\">\n                <i class=\"fa-regular fa-thumbs-up fa-3x\"><\/i>\n            <\/button>\n            <button type=\"button\" class=\"m-feedback-prompt__button m-feedback-prompt__button--no\"\n                    data-analytics-link=\"feedback-prompt:no\" aria-label=\"Disagree\">\n                <i class=\"fa-regular fa-thumbs-down fa-3x\"><\/i>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    <!-- Feedback form -->\n    <div class=\"m-feedback-prompt__form\">\n        <div class=\"m-feedback-prompt__form--thanks \">\n            <div>Thanks!<\/div>\n            <p>\n                We appreciate your feedback \u2013 your submission has been successfully received.            <\/p>\n        <\/div>\n        <form id=\"contact-form\" class=\"m-feedback-prompt__form--form\" action=\"\" method=\"post\">\n            <input type=\"hidden\" id=\"authenticity_token\" name=\"authenticity_token\" value=\"ed19fd34f0\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/api\/wp\/v2\/posts\/206267\" \/>            <input value=\"https:\/\/legalvision.co.nz\/data-privacy-it\/direct-marketing-privacy\/\" type=\"hidden\" name=\"currenturl\"\n                   id=\"currenturl\">\n            <input value=\"5 Privacy Mistakes When Sending Direct Marketing in NZ\" type=\"hidden\" name=\"currenttitle\"\n                   id=\"currenttitle\">\n            <label>\n                <!-- display on thumbs-up -->\n                <span class=\"m-feedback-prompt__feedback m-feedback-prompt__feedback--yes\">\n                    Can you tell us <span class=\"font-semibold\">why<\/span> you found it helpful?\n                <\/span>\n\n                <!-- display on thumbs-down -->\n                <span class=\"m-feedback-prompt__feedback m-feedback-prompt__feedback--no text-lg\">\n                    How can we better improve this article?\n                <\/span>\n                <textarea name=\"feedbackmessage\" id=\"feedbackmessage\" required><\/textarea>\n            <\/label>\n\n            <div class=\"m-feedback-prompt__form--error\" id=\"form-submit-error\"><\/div>\n            <button id=\"submit-contact-form-button\" type=\"submit\" name=\"commit\" class=\"m-feedback-prompt__form--submit\"\n                    data-analytics-link=\"feedback-prompt:submit\">\n                Submit            <\/button>\n        <\/form>\n    <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>If you handle any personal information, the New Zealand Privacy Act applies to you. Therefore, you need to comply with its standards for handling personal data, including its collection and usage. Privacy laws apply when you engage in direct marketing because you use the personal data of your customers to contact them or target them<a href=\"https:\/\/legalvision.co.nz\/data-privacy-it\/direct-marketing-privacy\/\">Continue reading <span class=\"sr-only\">&#8220;5 Privacy Mistakes When Sending Direct Marketing in NZ&#8221;<\/span><\/a><\/p>\n","protected":false},"author":13236,"featured_media":201773,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","editor_notices":[],"footnotes":""},"categories":[28],"tags":[25,38,237,379,507],"class_list":["post-206267","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-privacy-it","tag-small-business","tag-privacy-act","tag-privacy-policy","tag-marketing","tag-data-and-privacy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Direct Marketing Privacy Mistakes in New Zealand | LegalVision<\/title>\n<meta name=\"description\" content=\"When you engage in direct marketing, privacy laws apply. 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