Homeowners warned to expect rise in physical junk mail as GDPR privacy law hits

Long before we had spam email, unaddressed junk mail was a daily reality for many homeowners – and it could be on its way back.

Firms may turn to ‘junk’ mail after the General Data Protection Regulation (GDPR) comes into force in the UK and across Europe on May 25, experts have warned.

The regulation insists that companies have to have consent from users to use their information – hence panicking firms have sent barrages of emails to users this week.

But the law doesn’t apply to unaddressed mail, hence homeowners might be hit by a new rise in old-style ‘junk mail’, says Mike Hughes, board director of IT governance association ISACA.

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• Hughes says, ‘There is evidence of a rise in non-electronic junk mail as organisations are reverting to sending junk mail via the postal services addressed to the homeowner.’The Royal Mail recently sent businesses a communication saying, ‘don’t forget the power of unaddressed mail.’

  Under existing law, homeowners can opt out of addressed junk mail, using the Mailing Preference Service – but there’s no way to opt out of junk mail.

  The Information Commissioner’s Office, which will police GDPR, also has no powers over unaddressed physical mail.

  ISACA’s Hughes says he hopes companies will respond to GDPR in a more positive way – but fears some may not.

  Hughes says, ‘Hopefully it will mean more focused marketing as through positive consent, the consumer has an interest in the product/service. The more unscrupulous companies however may take an even much ‘scattergun’ approach and hope something sticks!’