Direct marketing: Overview – The Saudi guide to marketing and compliance

As Saudi Arabia continues to embrace digital transformation, businesses are leveraging direct marketing to connect with consumers more personally and effectively. However, the dynamic legal and regulatory landscape requires companies to stay informed and compliant. Our in-depth practice note provides essential insights into the legal frameworks, best practices, and actionable strategies for successful direct marketing in the Kingdom.

To explore the full practice note, visit the Practical Law™ website.

Key topics covered

Legal and regulatory framework

Saudi Arabia’s direct marketing is governed by a robust mix of privacy, consumer protection, and advertising laws, including:

a. The Personal Data Protection Law (PDPL) – Governing the collection, use, and sharing of personal data with strict consent requirements.
b. Consumer protection laws – Safeguarding consumers against misleading advertising and ensuring ethical practices.
c. Advertising laws – Setting standards for transparency, fairness, and respect for Saudi cultural and religious values.

Types of direct marketing

We explore the legal requirements and best practices for:

• Email and SMS Marketing
• Telemarketing
• Direct mail
• Direct messaging
• Sharing of customer data

Our guide highlights consumer recourse avenues and enforcement actions, such as penalties for violations, ensuring businesses align with regulations while fostering consumer trust.

Cross-border challenges

• Restrictions on transferring personal data outside Saudi Arabia.
• Rules for conducting marketing campaigns from international locations.

Practical tips for compliance and success

Learn how to tailor campaigns to the local market by:

• Obtaining explicit consumer consent.
• Incorporating opt-out mechanisms.
• Respecting cultural sensitivities, such as prayer times and fasting hours during Ramadan.

Conclusion

Direct marketing in Saudi Arabia offers immense opportunities to engage directly with consumers in one of the fastest-growing markets in the region. However, the country’s evolving regulatory environment requires businesses to adopt strategies that are not only precise and effective but also fully compliant with applicable legal requirements. By understanding and adhering to the outlined laws and best practices, businesses can build trust, drive growth, and achieve long-term success.
At Hourani & Partners, we combine local expertise with global experience to help you navigate the complexities of direct marketing in Saudi Arabia.

This thought leadership is authored by Jennifer Abou Fadel, Associate, Ellen Ray, Professional Support Lawyer at Hourani & Partners. Together, they unpack the nuances of Saudi Arabia’s legal framework and providing expert insights.

To view a snapshot of the practice note, click here. Please contact the authors if you would like a full copy.