1stBase operates within the terms of the Data Protection Act. The key requirements of this law are that data is up-to-date and is checked regularly and that people's rights to privacy are respected. To comply with the DPA and as Best Practice, 1stBase updates all sector data on a six-monthly cycle by direct primary research. In compliance with the DPA, MPS and TPS, opt-outs are immediately removed and recorded.

1stBase clients have a responsibility in law as follows:

• Send or initiate business communications only - no personal matters.
• Identify yourself clearly eg telephone introduction, return address on mailing.
• Ensure there is an opt-out option on any communication - mail, email or telephone.
• Do not use out-of-date data. 12 months is an accepted limit in age without update.
• Understand your responsibilities in law. If you are unsure, consult a 1stBase Consultant.

Data Protection Act (DPA):

1. Most companies, except non-profit, must register with the Office of the Information Commissioner. This process is called notification and costs £35. For more information on whether your company need register, visit www.dataprotection.gov.uk
2. The DPA covers all forms of data: manual (paper) records, computerised records, recorded and video data.
3. When companies collect data from organisations, they must communicate the purpose of the information.
4. Data must be held for specific and lawful purpose and not be processed in an incompatible manner.
5. The amount and detail of data held must not be excessive for those purposes.
6. Anyone can ask for a copy of the information that you hold on them.
7. All data subjects have the right to opt-out of being marketed to.
8. ALL marketing information should therefore have an opt-out clause.
9. E-mail addresses are regarded as personal data.
10. All data must be securely stored.

Directive on Privacy and Electronic Communication (DPEC):
The DPEC was implemented in 2003 and states that an opt-in approach must be used when marketing to "natural persons" (private individuals and small traders) except where there is an existing customer relationship. A corresponding opt-out approach exists for corporate subscribers.

E-Commerce Directive:
The Regulations relate to commercial e-commerce communications and include a requirement that :

1. unsolicited commercial email should be easily identifiable on receipt
2. unsolicited commercial email should enable automatic deletion/filtering
3. websites should have full postal and telephone contact details.

The Telecommunications (Data Protection and Privacy) (Direct Marketing) Regulations 1998:
The act relates to both Telephone and Fax Marketing. It requires that companies using fax broadcasting as a marketing medium must comply with strict regulations. The four main points of legislation are:

1. Sole Traders and Partners: 'natural persons' (see above) must not be faxed without attaining their permission first.
2. All fax marketers must check fax databases against the FPS (Fax Preference Service).
3. All fax broadcasters must maintain their own suppression database, consisting of opt-out companies.
4. The fax marketing document must either contain a company address or a free form of response.

The act also enables individuals and corporate bodies to opt-out of any direct marketing calls via TPS or CTPS (Telephone Preference Service or Corporate TPS). It is illegal to telephone-market any number on TPS lists unless a prior customer relationship exists.

Mail Preference Service (MPS):
MPS (Mailing Preference Service) is a centralised body, funded by the direct mail industry to enable consumers to have their names and home addresses in the UK removed from or added to lists used by the industry.