Finance · South Africa
Is South Africa's Direct Marketing Industry Complying with POPI?
Moneyweb · 2026/03/27
Summary
The direct marketing industry in South Africa is being closely examined to determine if it complies with the Protection of Personal Information Act (POPI). Ahmore Burger-Smidt, head of regulatory affairs and director of competition at Werksmans Attorneys, discusses the challenges and responsibilities faced by businesses involved in direct marketing. The POPI Act aims to protect consumers' personal information and ensure that companies handle data responsibly and transparently. Businesses in the direct marketing sector must review their practices to avoid legal issues and build trust with consumers. This includes obtaining consent before contacting customers and safeguarding their information from misuse or data breaches. Compliance is vital not only to avoid fines but also to maintain a good reputation in a competitive market.
OnABudget takeaway: For consumers, this means better protection of your personal details when receiving marketing communications. Small business owners and investors in direct marketing must improve their data handling to comply with POPI and avoid costly penalties.