A01 chaf6542 06 se fm indd

7 

Applies to direct marketing communications. The communications that 

the legislation refers to are for ‘direct marketing’. This suggests that other com‑

munications involved with customer service, such as an email about a monthly 

phone statement, are not covered, so the  opt‑  out choice may not be required 

here.

8 

Restricts the use of cookies. Some privacy campaigners consider that the user’s 

privacy is invaded by planting 

cookies

 or electronic tags on the  end‑  user’s com‑

puter. The concept of the cookie and its associated law is not straightforward, so it 

warrants separate discussion (see Box 4.4).

 Opt-  out

A customer declines the 

offer to receive further 

information.

Cookies

Small text files stored on 

an   end‑  user’s  computer 

to enable websites to 

identify them.

Box 4.4

Understanding cookies

A ‘cookie’ is a data file placed on your computer that identifies the individual computer.