GDPR

The General Data Protection Regulation became law in May 2018. It is a legal framework that sets guidelines for the collection and processing of personal information of individuals within the European Union.

This page looks specifically at door drop planning within this legislation.

Postcode Unit Data

Postcode unit data i.e. a full postcode unit – EN8 9HS – is generally provided to The Letterbox Consultancy as part of the door drop planning process. This is for two reasons:

  1. To analyse geographical coverage of customers.
  2. To analyse household profile of customers, as part of Experian’s Mosaic software.

This analysis allows us to effectively identify areas most appropriate for the distribution of agreed unaddressed material.

Postcode unit data is not subject to data protection laws because it is not possible to identify an individual from their postcode unit. Information that enables a group of people to be identified, but not any particular individual within the group is not personal data.

Therefore, postcode units are not classified as personal information.

Points to be aware of

Whilst postcode unit data is not classified as personal data, The Letterbox Consultancy Ltd acknowledges that such information would be reasonably described as sensitive and, in most cases, confidential, and therefore postcode data is acknowledged within our Data Protection Policy and Privacy Policy.

It is also important to note that if postcode data has been provided alongside other identifiable information, such as a date of birth, this potentially facilitates the identification of an individual and would, therefore, be classified as personal data.

On this basis, if additional data is due to be provided alongside postcode data, The Letterbox Consultancy will seek clarification on the content of such data prior to accepting receipt.

Summary

The processes that The Letterbox Consultancy typically undertake in the planning of door to door distribution will not be restricted by the GDPR legislation.

However, we encourage new and existing clients to contact us if they have any queries or concerns, and to talk through the door drop planning process as a whole before submitting data for analysis.

For more details of how door drops can be planned at postcode unit level, click through to our SMART-Drop page.