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Facts and Figures |
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Economy |
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Direct Marketing |
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Section 2 |
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Language and Cultural Features |
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Postal services |
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Customer Protection - Data Privacy |
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The Italian Direct Marketing Association |
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| Section 3 | |
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Lists and Databases |
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Helping International Direct Marketers Succeed |
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Non-addressed Mailing
The Italian Mail Service, and a few other companies, also deliver non-addressed mail. Delivery primarily occurs in municipal areas.
Reply Service
Local and international business reply services are available in Italy.
(Source: PDMS)
The family plays a leading role in contemporary Italy as it has in the past. This is partially rooted in the country's society, which is primarily Roman Catholic, and the church's view of the family as an important institution. The family also serves as a social safety net. Older and ill family members are supported and taken care of within the family. Business life reflects this attitude toward the family and the importance of social conditions affiliated with it.
Earlier contrasts between Northern and Southern Italy are progressively on the decline and are causing increasingly fewer problems for the commercial trade. Today, the Italian market can be approached as a single entity, without differences between North and South.
(Source: PDMS, Fedma)
Customer Protection - Data Privacy
Italy passed its first Data Protection Act in 1997. The act strictly regulates acquisition, processing, communication and use of personal information. It regulates, among others, required and expressed consent of the individual and adequate updating and safety measures with regard to data. Moreover, the National Data Protection Agency (the underwriting agency) must be furnished with precise information on the specific tasks that each participant exercises in the sequence of list renters. It is absolutely necessary for all parties to obtain the consent of the person whose personal data is being traded.
The only exception in this instance applies to public list owners, e.g., telephone directory, yellow pages, trade fair information and membership lists of associations.
These owners do not require the consent of the individual if public lists are involved that are exclusively utilized for direct marketing.
Robinson List
There is no so-called Robinson List. However, there is a list of people who do not wish to receive direct advertising. This list is based on a coupon campaign in popular magazines. The campaign was conducted by ANVED, the Italian Mail-Order Association. Both ANVED and AIDiM (the Italian Direct Marketing Association) adhere to a self-regulating code for the direct marketing industry.
(Source: Fedma, PDMS)
Associazione Italiana del Marketing Interattivo (AIDiM) Tel. No. +39 02 2901 41 57 |
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| Section 1 | Section 2 | Section 3 |