The German Commissioner for Data Protection has confirmed to Deutsche Post that POSTWURFSPEZIAL is fully compliant with data protection rules:
- For acquiring new customers for the sender while minimizing advertising waste.
- By communicating an advertising offer that recipients within the target groups are likely to find interesting.
In Germany, data protection rules prohibit the collection and storage of information about an individual.
Partial addressing with POSTWURFSPEZIAL means that instead of the first and last name of the recipient, a generic addressee is chosen, for example "To the sun-seekers". This in itself makes clear that Deutsche Post does not provide any personal data, but instead assigns one or more buildings to a target group.
Deutsche Post uses a variety of databases for POSTWURFSPEZIAL in order to obtain the consumer information of a target group. In the microdialog database, for example, the micro-cell consists of an average 6.6 households. A micro-cell is assumed to have a certain homogeneity. Deutsche Post itself supplements the POSTWURFSPEZIAL offer with the number of letterboxes in each building, minus the no-advertising households. Only these two items of non-personal data are identified and regularly updated by the deliverers in order to inform the sending customer about the correct number of advertising items per target group.