Commercial Communications to Consumers: Concerns and Considerations
Sancho Guibert, Deputy Country Counsel and Secretary to the Board. Senior Vice President, Citibank España, S.A.
Whilst marketing departments are one of the main pillars of commercial activity of those companies dealing with consumer clients, our European Union legislators sometimes show a lack of sectorial knowledge as they, to a certain extent, evidence some inability to find the right balance to adequately protect both sides of the marketing activities which do not need to be opposed: on one side, the safe and sound commercial activity which means sustainable economic growth and therefore jobs and sources of income for employees who, on the other hand, purchase goods and contract services of all kinds as final consumers of companies.
Companies targeting consumer clients usually invest huge amounts of capital in launching marketing campaigns, and a meaningful part of it is made through commercial electronic communications such as SMS messages, electronic mailing, or either inbound or outbound telephone calls.
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