Over-regulation of marketing laws is having an adverse impact on many B2B marketers, who are finding compliance very difficult, a new survey has found.
A study conducted by Gerry Brierly, director of U Klick, following a bursary from the Worshipful Company of Marketors found that many industry professionals and small firms have little comprehension of the 170 marketing laws that have been passed over the last 20 years.
The survey also found that the way the UK implements EU directives makes it even more difficult for small companies to comply with general marketing legislation such as Corporate Telephone Preference Service (CTPS) regulations and the Data Protection Act.
The report pointed out that the CTPS law restricts the use of technology to communicate, which limits business-to-business trading and interaction.
Ms Brierly said: “Maybe it is time that marketers took an interest in legislation, took control of their future and aim to leave a better legacy for their profession.”
Writing in Marketing Profs, Jim Lenskold, founder and president of marketing at ROI measurement firm Lenskold Group, recently urged marketers to improve the measurement and discipline of their campaigns.
Julie Knight, Managing Director General Marketing, Industry News