Marketing Essentials

Who this is for

Marketing, media and advertising professionals who want plain language, pragmatic guidance on how to comply with rules around using data for marketing. Designed for Australian businesses and non-profits, covering marketing activities in Australia, New Zealand, the EU and California.

What is included

• Briefing Paper: Privacy, Marketing and Cookies
• eBook: Untangling the APPs
• eBook: Demystifying De-Identification

How to use these resources

Start with Privacy, Marketing and Cookies for a plain language guide to your legal obligations when engaging in common marketing-related activities.  Our guide explains your obligations under the Privacy Act, Spam Act and Do Not Call Register Act, as well as NZ, European and Californian laws if you are marketing to potential customers overseas.

The Summary of Requirements offers an at-a-glance summary, in plain language, of which requirements apply to common marketing-related scenarios, such as:

• Collecting contact details to add to a marketing database
• Adding data to a customer profile to use later for tailored messaging
• Sending a marketing email, and
• Adding a cookie to a person’s device.

For each of these scenarios, the Summary of Requirements also offers a ‘best practice position’, which is a description of the position to take so as to enable compliance with all of the laws mentioned in the guide.

Then, if you need a quick answer to the question ‘can we use or disclose this?’, review Untangling the APPs.  Untangling the APPs offers a set of decision trees, with yes/no answers determining your path, to quickly guide you through the Australian Privacy Principles, and all the exemptions to those principles.  As well as the Use & Disclosure principle (APP 6), it incorporates the rules about direct marketing (APP 7), cross-border disclosures (APP 8), and government related identifiers (APP 9).

Finally, if you need to understand if and how de-identified data could be a solution to your privacy compliance needs – and when it won’t – see Demystifying De-identification.

Buy Now   $1000 +GST

Keeping your resources up-to-date

Privacy compliance considerations are changing all the time. We update our resources whenever there is a change in the legislation, a fresh interpretation of the law, new regulatory guidance or a significant new policy which should be reflected in our materials. So you can buy a Compliance Kit with confidence that the resources included reflect the current state of play.

Then if things change in the future? You can update to the latest version of the same Kit at a quarter of the price. Past customers should contact us to receive their 75% discount code before purchasing a new version of their Kit.