Most forms of direct marketing require unambiguous consent in the UK (likewise for data collection used for direct marketing). Culturally, many Brits are rela

Most forms of direct marketing require unambiguous consent in the UK (likewise for data collection used for direct marketing). Culturally, many Brits are relatively suspicious of authority and will not consent to the use of their data 'just because'. Loyalty apps are a great invention: they give advertisers a direct channel to the consumer, and the consumer a way to receive something of value in exchange for their deliberate engagement.