This new edition of Sales Promotion and Direct Marketing Law: A Practical Guide offers comprehensive advice on the law relating to sales promotion and direct marketing. An essential and practical guide for sales promotion and direct marketing professionals, this book highlights key developments and helps you to avoid possible legal pitfalls. Written by one of the foremost authorities on marketing law, the new edition meets a clear and continuing need for straightforward, no-nonsense advice in this field. It uses a question-and-answer format for quick reference, saving you valuable time. Covering questions regularly raised by sales promotion and direct marketing professionals, this book is based on many years of practical experience on the part of the author. Sales Promotion and Direct Marketing Law: A Practical Guide, 5th edition has been thoroughly updated to include coverage of the important implications of the Gambling Act 2005, which will have a profound effect on the legal framework for prize promotions from 1st September 2007. Now fully revised, the new fifth edition also updates readers on the self-regulatory controls affecting sales promotion and direct marketing, and gives a comprehensive guide to other key issues such as the laws on price claims, intellectual property issues, running promotions in Europe and data protection issues.--This text refers to an alternate Paperback edition.