# British Red Cross commits to opt-in only telephone fundraising

- Link: https://fundraising.co.uk/2016/03/01/british-red-cross-commits-to-opt-in-only-telephone-fundraising/
- Published: 2016-03-01T09:00:05+00:00
- Author: Melanie May

**The [British Red Cross](http://www.redcross.org.uk/) has become the first charity
to move to opt-in only telephone fundraising by [signing an undertaking](https://ico.org.uk/action-weve-taken/enforcement/british-red-cross/)
with the ICO committing it to best practice around fundraising calls**.

The charity has committed to following Regulation 21 of the Privacy and Electronic
Communications Regulations, by implementing an opt-in consent model for live telephone
marketing calls no later than 12 months from the date of the undertaking, which 
was announced on 26^(th) February.

Also in line with Regulation 21, the charity has undertaken to only call potential
donors if they have specifically opted in to receiving such calls in the previous
two years.

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Any consented data will have a 24-month expiration period, after which time the 
British Red Cross will only make live telephone marketing calls if it has gathered
fresh, specific and informed consent from the individual.

The undertaking was signed after the ICO contacted British Red Cross as part of 
its investigation into a report in the Daily Mail that suggested a number of charities
were ignoring marketing rules to compete for donations. The ICO found the British
Red Cross had complied with the law, but offered advice around further good practice
that could be implemented.

According to the ICO, while the British Red Cross is the first charity to sign an
undertaking of this type, it is also currently working with other organisations 
along these lines.

Andy Curry, ICO group enforcement manager, said:

> “A big part of our work is working with companies who want to get it right. British
> Red Cross is a good example of that. They’ve seen the benefits of not just following
> the law, but following best practice, and we’re pleased that we’ve been able to
> work with them on this.”

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