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It may seem straightforward but there are rules and regulations, not to mention a few laws, which need to be followed. Unfortunately each form of advertising has its own requirements and thus this article reviews the legal and best practice situation concerning mailing lists, telephone selling, fax selling, selling on your own web site and selling using email lists. In part two there is a review of the copy in relation to the laws of libel, passing off, trademarks etc, plus the best way to handle the Advertising Standards Authority and the Code of Advertising Practice.

It should be noted that this is a general guide written by a leading practitioner of direct mail, but must not be taken to be a definitive legal assessment of the current state of the law as it affects advertising.

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