Direct Marketing Policy

At Vape Superstore, we are committed to conducting all marketing activities in a responsible, transparent, and legally compliant manner. We recognise our obligations under the Privacy and Electronic Communications Regulations (PECR) 2003 and the UK GDPR, ensuring that all marketing communications respect our customers’ preferences and privacy rights.

Policy Statement

Vape Superstore uses email, SMS, e-marketing, direct mail, and other marketing systems to send out marketing communications to selected individuals. We understand and fully comply with the regulations under PECR, ensuring that our direct marketing practices are fair, transparent, and lawful. This policy outlines our legal obligations and sets out our procedures for ensuring compliance with these regulations.

Purpose

The purpose of this policy is to outline Vape Superstore’s approach to direct marketing, ensuring compliance with PECR and UK GDPR. The policy establishes our obligations, objectives, and controls to ensure all marketing communications are carried out lawfully and fairly. This document will inform our practices and guide employees in managing marketing responsibilities.

Scope

This policy applies to all employees, contractors, suppliers, and third-party representatives who are involved in direct marketing activities, whether through email, SMS, direct mail, or any other form of communication. Adherence to this policy is mandatory for all parties involved in marketing at Vape Superstore.

What is Direct Marketing?

Direct marketing refers to any communication sent to individuals for the purpose of advertising, marketing, or promoting products or services. This includes communication via email, SMS, telephone, post, or other electronic messaging systems. Direct marketing must comply with both PECR and UK GDPR, which regulate the way personal data can be processed for marketing purposes.

The PECR and UK GDPR

The Privacy and Electronic Communications Regulations (PECR) sit alongside the UK GDPR and regulate the use of personal data for marketing purposes. Under these regulations, Vape Superstore must ensure that:

  • Consent: We obtain clear and transparent consent from individuals before sending marketing communications.
  • Right to Opt-Out: Recipients have the option to opt-out of marketing communications at any time.
  • Data Subject Rights: We respect the right of individuals to object to direct marketing, including profiling.

Objectives

Vape Superstore is committed to complying with the direct marketing rules outlined in the PECR and UK GDPR. Our objectives are:

  • To ensure that all direct marketing activities comply with applicable regulations and best practices.
  • To provide clear information to recipients about the type of marketing communications they will receive.
  • To offer simple and accessible methods for recipients to opt-out or unsubscribe from marketing communications.
  • To regularly review and audit our direct marketing practices to ensure ongoing compliance.

Marketing Consent and Unsubscribing

Vape Superstore ensures that all marketing communications are sent only to individuals who have opted-in to receive them. We follow the principles of transparency and fairness in obtaining consent and ensure that all marketing requests are clearly presented. Customers can opt-out or unsubscribe at any time, and we provide easy-to-use options for them to withdraw consent or modify their preferences.

All marketing communications, including email and SMS, will include a clearly visible option to unsubscribe, as well as a link to our Privacy Policy, where individuals can review how their personal data is processed.

Direct Marketing Channels

We may use the following channels for direct marketing communications:

  • Email
  • SMS/Text Messaging
  • Post

Third-Party Processors

Vape Superstore works with third-party service providers to carry out direct marketing. We ensure that all third-party processors are compliant with the PECR and UK GDPR. We conduct due diligence on all third-party providers and ensure that appropriate data processing agreements are in place.

Monitoring and Auditing

To ensure compliance with the PECR and UK GDPR, Vape Superstore carries out regular audits of its direct marketing practices. This includes reviewing consent records, checking opt-out lists, and assessing marketing communications for compliance. We also provide ongoing training for employees involved in marketing activities to ensure they are familiar with current regulations and best practices.

Consequences of Non-Compliance

Failure to comply with this policy may result in disciplinary action for employees, and potential termination of contracts with third-party service providers who fail to adhere to the policy. Any breach of compliance will be investigated thoroughly, and corrective measures will be taken to prevent further occurrences.

Review and Updates

Vape Superstore’s Direct Marketing Policy is reviewed regularly to ensure that it remains compliant with any changes in legislation. We will update this policy as necessary and inform all relevant stakeholders of any changes.

Conclusion

Vape Superstore is committed to ensuring that all direct marketing practices comply with the relevant privacy and data protection regulations. We value our customers' privacy and work diligently to maintain transparent, respectful, and lawful marketing practices.