Data: a dirty business?

On its front page, today’s Times wonders: “how a modest business that deals in simple treats for family parties could support the lifestyle of a couple who now feel able to commit themselves to sharing the costs of a royal wedding”.

 

The ‘news’ report ‘reveals’ that the Middletons’ business, Party Pieces, has been “collecting considerable amounts of data from its more than 230,000 customers, apparently for marketing purposes”. In a two page exposé, The Times presents “the largely unseen world of the mail order list trade” as if it were a shadowy underworld of ruthless operators and shady deals. Revelling in the opportunity to scatter emotive language throughout the piece (“reaping names”; “middleman”; “mailboxes choked with unsolicited items”), the report quotes extensively from a promotional article in Precision Marketing magazine from 10 years ago (how hard did they have to dig?).

Buried in the piece is the recognition that “offering lists of customers to direct marketing companies is perfectly legal, providing that businesses comply with the Data Protection Act”. Whilst the report notes that Party Pieces “chooses to let mothers opt out” (noting that “The Information Commissioner’s Office recommends letting customers opt in”), it makes no claim that the business is acting illegally. List broking is a perfectly valid and lawful business. Some people may not like it (the Data Protection Act exists to protect such people), but it is as legitimate a part of the marketing mix as the press advertising from which News International profits. But nothing must get in the way of a juicy story, complete with picture of overflowing letter box.

Would News International Limited ever resort to such allegedly shadowy tactics? Although their data protection notice confirms that they do not sell customer data to other companies, it does admit that “we will work with other companies for promotional purposes where readers may be asked to opt in for future contact from that specific partner. With your permission we will transfer that customer data to the third party at which point it will fall under their own privacy and security controls. Members of the News International group of companies cannot be held liable for subsequent issues arising from third party usage of transferred data.”

Companies working with other companies, sharing data with the consent of the individuals concerned, in order to make a profit: what on earth is wrong with that? Nothing, unless you have space to fill, and nothing better to say.

I have no connection with Party Pieces, nor with any person involved in or benefitting from the activities of that business.