South Africa, May 28 -- In South Africa, direct marketing has traditionally played a dominant role in the business ecosystem - creating significant value for businesses across sectors. Indeed, direct marketing through electronic channels has proven to be both affordable and highly effective for businesses needing to reach new and existing customers. However, with increasingly stringent data privacy legislation such as the Protection of Personal Information Act (PoPIA) coming into effect, the direct marketing models of many South African businesses will not meet the requirements of laws such as PoPIA - particularly in the realm of consumer consent (which needs to be specific, and clear). Much of the lead generation activity in the market c...