This Everlytic guide explains how organizations can comply with South Africa’s Protection of Personal Information Act (POPIA) while maintaining effective direct marketing practices. It clarifies common misconceptions about POPIA, outlines when consent is required, and provides guidance on collecting, managing, and protecting customer data responsibly. The guide covers best practices for building compliant mailing lists, obtaining valid consent, managing unsubscribes, handling existing databases, and creating transparent privacy notices. It also recommends assigning data protection responsibilities, documenting compliance processes, training customer-facing teams, strengthening information security, and maintaining accurate records. By treating privacy as a business opportunity rather than

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