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Boots has been rapped by the Advertising Standards Authority (ASA)

for sending letters to Advantage Card customers who had asked not to be

sent mailings.

The letter said: "When you joined the Advantage Card scheme you

expressed a preference not to receive mail from us. However, we thought

you might like to know that, as a result, you're missing out on Boots

Health & Beauty, a fabulous magazine mailed to our most valued Advantage

Card holders ... We'd like to give you the chance to enjoy future issues

and other relevant offers from Boots ... To receive your personal copy

of the next issue ... tick the box below and return this letter to

us."

The ASA supported the one public complaint lodged, ruling that Boots has

breached the ASA's codes by sending a mailing to customers who had asked

not to receive them.

Boots said it won't send any more mailings to customers who don't want

them, but was reminded by the ASA to use the Committee of Advertising

Practice Copy Advice service.

Jodie Sangster, legal affairs manager for the Direct Marketing

Association, said: "We advise members not to go back to those people who

have opted out of receiving mailings, as it is illegal under the Data

Protection Act 1998."