South Africa: Issued Information Regulator Guidance Note on compliance with POPIA when processing personal data for direct marketing

On 3 December 2024, the Information Regulator issued a Guidance Note on compliance with the Protection of Personal Information Act (POPIA) for processing personal data in direct marketing. Key requirements include obtaining explicit consent from data subjects, respecting their right to object to data processing, ensuring transparency about data collection, purpose, and rights, and conducting a Legitimate Interest Assessment (LIA). The Guidance prioritises personal data protection, transparency, and lawful consent in direct marketing practices.