The Protection of Personal Information Act (Popi) has been designed to protect consumers, but this doesn’t mean it should restrict marketers. In fact, Popi can actually help companies send out more useful, relevant and accurately targeted marketing communications. One of the biggest misconceptions about the act is that it will put an end to direct marketing. We consulted legal firm Michalsons to gain clarity on what Popi will and won’t allow marketers to do. The Protection of Personal Information Act (Popi) has been designed to protect consumers, but this doesn’t mean it should restrict marketers. In fact, Popi can actually help companies send out more useful, relevant and accurately targeted marketing communications. One of the biggest misconceptions about the act is that it will put an end to direct marketing. We consulted legal firm Michalsons to gain clarity on what Popi will and won’t allow marketers to do.In future, companies will be required to protect people’s personal info...
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