Spain - Direct Marketing

Economy

Following several years of sustained economic growth in the late eighties and early nineties, more recently Spain has had to contend with the problems of recession. Despite continuing high unemployment, however, the economic indicators point to a resumption of growth.

Direct Marketing

Direct Marketing is still a relatively new branch of economic activity in Spain, though there has already been a significant increase in the amount of direct mail and also telephone marketing and DRTV. Spain appears well equipped to catch up with its more northerly European neighbours in terms of a modern, dynamic direct marketing sector. Expenses for direct marketing amount to 25 per cent of total advertising expenses.

Language and Cultural Features

Castilian (Spanish) is spoken throughout Spain, with around one-third of the population also speaking one of the other three official languages: Catalan (recognized as an EU language in 1990), Galician or Basque. English and French are understood by a section of the population.

Legislation and Consumer Protection - Data Privacy

Data protection laws were passed in October 1992. The enforcement of these has now been institutionalized.

A Robinson List has also been in use since January 1993. This is managed exclusively by the FECEMD. In addition to the Robinson List, which contains the names of people not wishing to receive advertising by post, the FECEMD has compiled a preference list of people who expressly wish to receive more advertising by post.

All FECEMD members are required to use the Robinson list for validation. Use is free of charge for members; non-members of the association can use the list upon payment of an annual fee. In addition, the FECEMD has drawn up a code of good practice for the direct marketing sector.