You only have to cast a glance down the list of enforcement actions issued by the UK Information Commissioner’s Office (ICO) to understand how seriously they take unsolicited direct marketing. The fines are high, and understandably so, given the distress and nuisance which can be caused to a significant number of people. Considering this, the ICO’s new guidance on direct marketing released over the latter part of 2022, culminating in the introduction of a new marketing guidance hub in December 2022 will undoubtedly be welcomed by organisations engaging in all forms of direct marketing activities.