← VCE Data Analytics U4O2

APP 7: direct marketing

APP 7 stops an organisation using or disclosing personal information for direct marketing unless conditions are met, such as the person's consent or an easy way to opt out.

Part of: VCE Data Analytics - U4O2 - Cyber Security: Data Security — Module 101, ACARA Digital Technologies Years 9–10 — Privacy Principles and Digital Footprints — Module 23

Understanding APP 7: direct marketing in VCE Data Analytics U4O2

What it does: Consent to marketing is one condition under APP 7, so the code only sends the message when consent is recorded as true. Once a person uses the opt-out option, the organisation must stop direct marketing to them, so the code skips opted-out customers. APP 7 covers disclosing personal information for direct marketing as well as using it. Without consent or other conditions, sharing the details breaks APP 7. An opt-out lets the person say no to marketing easily, for example with an unsubscribe link or a reply request.

Common mistakes: Under APP 7, direct marketing is only allowed when the conditions are met, such as consent. The check should be consent = TRUE. Testing for FALSE would market to people who have not agreed. The check is the wrong way round. Customers who have opted out must not be sent marketing, so only send when c.optOut = FALSE.

Class: _____________________  ·  Name: _____________________  ·  Date: _________

Free printable worksheet with full answer key — or add this module to a class and your students practise it interactively.

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Learning
Duo
APP 7 says an organisation can use personal information for direct marketing whenever it likes.
True: APP 7 places no limits on direct marketingFalse: APP 7 only allows direct marketing when conditions such as consent or an easy opt-out are met
Matches
FOR EACH customer IN database: send_marketing_email(customer)
↓
Marketing is sent to every customer without checking for consent, which breaks APP 7.
Applying
Meanings
Term
APP 7 direct marketing
Meaning
APP 7 stops an organisation using or disclosing personal information for direct marketing unless conditions are met, such as the person's consent or an easy way to opt out.
Practice
IF consent = TRUE THEN
Testing
Gaps
IF = TRUE THEN sendMarketing()
Check Answer
Spots
1consent ← customer.consent
2IF consent = FALSE THEN

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Quick Questions

1. APP 7 says an organisation can use personal information for direct marketing whenever it likes.
A. False: APP 7 only allows direct marketing when conditions such as consent or an easy opt-out are met ✓
B. True: APP 7 places no limits on direct marketing
APP 7 limits the use or disclosure of personal information for direct marketing. Conditions like consent or an easy opt-out must be met.
2. A student signs up to a store's newsletter and ticks a box agreeing to receive promotions. Which APP 7 idea does this show?
A. Consent to marketing ✓
B. Unsolicited information
Ticking a box to agree to promotions is the person's consent. Consent is one condition that can allow direct marketing under APP 7.
3. Which marketing email follows APP 7?
A. An email with no way to stop future messages
B. An email with a clear unsubscribe link that works ✓
APP 7 expects an easy opt-out option. A clear unsubscribe link lets people stop receiving marketing.
4. A person clicks 'unsubscribe' on a marketing email. What should the organisation do under APP 7?
A. Honour the opt-out and stop sending direct marketing ✓
B. Keep sending emails because the person gave their email address earlier
An opt-out must be respected. Having the email address does not give the organisation a right to keep marketing.
5. A gym shares its members' contact details with a partner company so the partner can send ads, without asking the members. Is this OK under APP 7?
A. Yes: members' details can be passed on to any company
B. No: disclosing personal information for direct marketing needs conditions like consent ✓
APP 7 covers disclosing personal information for direct marketing as well as using it. Without consent or other conditions, sharing the details breaks APP 7.

Match the Pairs

APP 7 direct marketing → Limits an organisation from using or disclosing personal information to market directly to a person unless conditions such as consent or an easy opt-out are met.
opt-out option → A simple, free way for a person to ask not to receive any more direct marketing, such as an unsubscribe link in each message.
An organisation can send marketing to a person who has given consent to receive it. → IF customer.marketingConsent = TRUE THEN send_marketing_email(customer)
Every marketing message must give an easy way to opt out, and the request must be honoured. → IF customer.optedOut = TRUE THEN skip_marketing(customer)
FOR EACH customer IN database: send_marketing_email(customer) → Marketing is sent to every customer without checking for consent, which breaks APP 7.
send_marketing_email(customer) with no unsubscribe link, and ignore opt-out requests → There is no easy opt-out option and opt-out requests are ignored, which breaks APP 7.

Key Term

APP 7 direct marketing
APP 7 stops an organisation using or disclosing personal information for direct marketing unless conditions are met, such as the person's consent or an easy way to opt out.

Fill in the Blanks

1. IF consent = TRUE THEN sendMarketing()
Hint: Type the variable that records the person has agreed to receive direct marketing.
2. IF optOut = TRUE THEN stopMarketing()
Hint: Type the keyword that introduces the action to take when the person has asked to stop receiving marketing.
3. IF consent = TRUE AND optOut = FALSE THEN sendMarketing()
Hint: Type the logical operator meaning both conditions must be met before marketing is sent.
4. IF NOT consent THEN doNotSend()
Hint: Type the logical operator that reverses a condition, so marketing is blocked when there is no consent.
5. IF hasOptOut = FALSE THEN blockEmail()
Hint: Type the Boolean value showing that no easy opt-out is provided, so the email is blocked.

Spot the Error

Question 1
A consent ← customer.consent
B IF consent = FALSE THEN
C SEND offer(customer)
D ELSE SKIP customer
Line B — Under APP 7, direct marketing is only allowed when the conditions are met, such as consent. The check should be consent = TRUE. Testing for FALSE would market to people who have not agreed.
Question 2
A FOR EACH c IN customers
B msg ← promo + optOutLink
C IF c.optOut = TRUE THEN
D SEND msg TO c.email
E END FOR
Line C — The check is the wrong way round. Customers who have opted out must not be sent marketing, so only send when c.optOut = FALSE.
Question 3
A consent ← TRUE
B IF consent = TRUE THEN
C SEND offer TO c.email
Line A — The organisation cannot assume consent. It must actually ask the customer and record their answer, e.g. consent ← askCustomer(). Hard-coding TRUE ignores APP 7.
Question 4
A IF c.requestedOptOut THEN
B c.optOut ← TRUE
C CONTINUE marketing TO c
D END IF
Line C — When someone asks to opt out, the organisation must stop direct marketing to them. The line should be STOP marketing TO c, not continue.
Question 5
A FOR EACH c IN customers
B IF c.shareOK = TRUE THEN
C DISCLOSE ALL TO partner
D END IF
E END FOR
Line C — APP 7 also limits disclosing personal information for direct marketing. Only the customer c who consented can be disclosed, not ALL customers. It should be DISCLOSE c TO partner.

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