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I went to a seminar on Tuesday about this and our obligations. A lot of this is Common sense really and things we should all be doing anyway when it comes to information security. For instance log in details on our PC’s, who has access? Login details to our booking systems are they protected and what are we doing to ensure that data cannot fall into the wrong hands by doing simple things like logging out of the systems at night and not leaving customer data lying around on our desks. Who holds our customer data? is it on a cloud? If so ask your provider for a privacy policy and keep a record of it, we must all have privacy policies and have them readily available. With regards to any marketing there must be a working opt out facility emphasis on the Working, most of us that send out reminders use a third party to do this so it will be their responsibility to make sure we have this facility. The interesting thing was I asked the lawyers were Reminders classed as marketing and in their opinion they were not providing you are just giving them a reminder not offering discounts etc as they are an existing customer that entered into a contract with you, however it would still be sensible to have an opt out button for reminders when you send them.