Firms choosing not to seek professional help in acquiring their business lists could run the risk of being lumbered with unreliable data.

Robin Caller, managing director of internet advertising network Goallover, has told Brand Republic that there are a number of legal and security issues which marketers attempting their own lead generation must face.

Mr Caller went on to advise that data gatherers adhere to guidelines from the relevant authorities as well as using a legal disclaimer.

He said: “On the legal front, ensure your data providers know who is collecting their data and who is processing or controlling it on its journey from their screen to your database.

“From the security point of view, ensure data is captured and transferred using best practice guidelines from the Direct Marketing Association and the Internet Advertising Bureau, as well as being Data Protection Act-compliant.”

Meanwhile, a chief executive of one web services provider has noted the rise of email marketing.

AIS Media’s Thomas Harpointner says that the direct marketing technique offers a cheap option during the ongoing economic downturn.ADNFCR-8000151-ID-18973469-ADNFCR