We have updated our direct marketing instructions: the key information about processing of personal data must be provided during the first marketing call

We have updated our frequently asked questions regarding electronic and traditional direct marketing on our website. We have added instructions on how the processing of personal data must be communicated in a direct marketing call when the person’s contact details have been received from a source other than the person themselves.

Our website provides organisations and individuals with answers to frequently asked questions relating to direct marketing. We provide instructions on what must be taken into account when sending electronic direct marketing, how consent to marketing must be requested, what must be considered when making robotic calls and when marketing to company employees, and how individuals can opt out of direct marketing. 

It must be clear to the receiver of telemarketing which company the marketing is from

If the company has obtained the contact details for direct marketing by telephone from a source other than the person, they must provide them with the essential information about the processing of their personal data already during the first marketing call. 

The person must be informed of the source of their data. Additionally, the controller or their representative must be identified, and details of where further information on the processing of personal data can be obtained must be provided. The person receiving the call should be informed of who to contact regarding data protection matters.

Companies may also provide more extensive data protection information on their website, or offer the option of receiving more detailed information by email or post. 

If the person requests that the company does not contact them for direct marketing purposes during a call, this request must be processed. It is not permitted to skip the request by, for example, requiring them to use another channel to opt out of direct marketing. 

Further information: ​​​​​​​

Frequently asked questions about direct marketing on our website 

Press release 18 June 2025: The processing of personal data must also be communicated in telemarketing (Finnish)