Discusses the state of direct marketing and what channels are available for companies to use direct marketing

The direct marketing channels most commonly used in Finland are:
• Direct mail (Unaddressed Bulk Mail and Addressed Delivery)
• Telemarketing
• Face-to-face selling
• Internet marketing
• Direct-response advertising
• Catalogs/brochures
Direct mail is still in use, though it is not very effective. There is an increase in digital direct marketing with the expansion of eCommerce in Finland. Direct marketing campaigns are becoming more diversified and advertising is becoming more precisely segmented. Social media is used to reach new target groups, and the use of electronic messaging for marketing purposes is growing. Tailored services, omnichannel retailing, and targeted communication are closely related to the growth in eCommerce.
Companies should be aware of the Finnish Personal Data Act which requires companies to be transparent to consumers about the use of personal data. More information regarding the Personal Data Act restrictions can be found at Finlex.  Additionally, electronic direct marketing requires express advance permission from the recipient under the Act on the Protection of Privacy Electronic Communications.
In addition, on May 25, 2018, the General Data Protection Regulation (GDPR) replaced the EU 1995 Data Protection Directive. The GDPR is broad in scope and applies to all companies who collect, process, and/or store the personal data of European citizens regardless if a company has a physical presence in Europe or directly provides goods or services to European customers. Marketing under the GDPR is regulated like hany other data processing activity. For more information, visit Official Journal of the European Union. 
The Finnish Direct Marketing Association (ASML) can assist in navigating the marketing ecosystem of Finland. ASML is a member of the World Federation of Direct Selling Associations (WFDSA).

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.