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After speculation about government plans he said: "There needs to be a public debate about the justification for a specially-created database holding everyone’s telephone and internet communications."

Mark Patron, chief executive of web analytics consultancy, RedEye, supported the commissioner. He said: "It is important consumers feel protected and supported by data protection legislation. The DM industry operates within the parameters of how consumers feel about their data privacy and these government proposals do not help."

There has recently been a string of reports about the government losing personal data leaving consumer confidence shaken.

Last week the DMA released a statement condemning a recommendation from the government that data from the electoral register should no longer be publicly available. This would result in direct marketing companies having to find other ways to verify data.

The DMA stated: "The edited electoral register has been available since 2002 and people have a straight choice every year about whether they want to opt their name and address out of the edited register. Since 2002, some householders have opted out but around 60% have chosen to remain on the edited register."