Intellectual Property, Information Technology & Cybersecurity

The laws on protection of personal data in Hong Kong continue to evolve. Since the passing of the Personal Data (Privacy) (Amendment) Bill in the year of 2012, provisions for strengthening the data privacy regime in Hong Kong have been implemented in phases. The use of personal data is now more heavily regulated and data user should be made aware the changes.

As from 1st April 2013, the new provisions under Part VIA of the Personal Data (Privacy) Ordinance and the New Guidance on Direct Marketing issued by the Office of the Privacy Commissioner regulating the use of personal data for direct marketing will become effective. Direct marketing has always been an important method for organizations to reach out potential customers for marketing and promotion purposes. This newsletter seeks to update on how personal data collected can be used for direct marketing.

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