APP 7: direct marketing

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Date:

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Quick Questions

Shade in the A or B circle for each question.

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

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

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

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

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

Match the Pairs

Draw a line connecting each item on the left to its match on the right.

Left column		Right column
1APP 7 direct marketing		AMarketing is sent to every customer without checking for consent, which breaks APP 7.
2opt-out option		BThere is no easy opt-out option and opt-out requests are ignored, which breaks APP 7.
3An organisation can send marketing to a person who has given consent to receive it.		CA simple, free way for a person to ask not to receive any more direct marketing, such as an unsubscribe link in each message.
4Every marketing message must give an easy way to opt out, and the request must be honoured.		DIF customer.marketingConsent = TRUE THEN send_marketing_email(customer)
5FOR EACH customer IN database: send_marketing_email(customer)		EIF customer.optedOut = TRUE THEN skip_marketing(customer)
6send_marketing_email(customer) with no unsubscribe link, and ignore opt-out requests		FLimits 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.

Definitions

APP 7 direct marketing

Fill in the Blanks

Complete each line of code by filling in the missing parts.

IF _______ = TRUE THEN sendMarketing()

IF optOut = TRUE ____ stopMarketing()

IF consent = TRUE ___ optOut = FALSE THEN sendMarketing()

IF ___ consent THEN doNotSend()

IF hasOptOut = _____ THEN blockEmail()

Spot the Error

Shade in the letter of the line that contains an error.

Question 1

A consent ← customer.consent

B IF consent = FALSE THEN

C SEND offer(customer)

D ELSE SKIP customer

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

Question 3

A consent ← TRUE

B IF consent = TRUE THEN

C SEND offer TO c.email

Question 4

A IF c.requestedOptOut THEN

B c.optOut ← TRUE

C CONTINUE marketing TO c

D END IF

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

Answer Key

APP 7: direct marketing

Section A: Quick Questions

A — False: APP 7 only allows direct marketing when conditions such as consent or an easy opt-out are met

A — Consent to marketing

B — An email with a clear unsubscribe link that works

A — Honour the opt-out and stop sending direct marketing

B — No: disclosing personal information for direct marketing needs conditions like consent

Section B: 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.

Section C: Definitions

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.

Section D: Fill in the Blanks

IF consent = TRUE THEN sendMarketing()

IF optOut = TRUE THEN stopMarketing()

IF consent = TRUE AND optOut = FALSE
  THEN sendMarketing()

IF NOT consent THEN doNotSend()

IF hasOptOut = FALSE THEN blockEmail()

Section E: Spot the Error

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.

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.

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.

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.

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.