14 DAY TRIAL // In less than a year from now, Scotland will hold a referendum regarding its independence from the UK. While both those in favor and those against independence are launching campaigns, Britain’s Information Commissioner’s Office warns that marketing rules must be kept.
According to the ICO, Better Together, the organization that militates for Scotland to be part of the UK, has signed and undertaking after sending out 300,000 text messages without making sure that the individuals who received them had provided their consent.
The messages were sent out in two rounds – on March 22 and April 27 of this year. In between the two rounds of text messages, the ICO sent letters to both Yes Scotland and Better Together regarding marketing practices. However, Better Together failed to comply with regulations.
After the incident, the campaign group argued that it believed that another company working on its behalf had obtained recipients’ consent before sending out text messages regarding a survey.
As per the undertaking signed last week by Better Together, the organization vows to comply with the Privacy and Electronic Communications Regulations (PERC) 2003.
“The Scottish referendum is an important issue, and we understand why both sides of the debate want to communicate with potential voters. But it is absolutely crucial that they continue to do so in a manner that respects the rules that exist to protect consumer,” said ICO Assistant Commissioner for Scotland Ken Macdonald.
“If people consider the messages or calls they are receiving to be causing them a nuisance, there is a real danger that they will not only lose faith with the group who sent the message, but will lose interest in the entire process,” Macdonald added.
“There’s no room to get this wrong and we hope the action taken against Better Together today sends out a warning that campaigners involved in the referendum debate must not unlawfully pester and annoy people with unwanted text messages.”