Objectives of knowledge management

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.