Abstract
Identity theft is rampant, especially now that the present technology is capable of producing us the ways by which we could infringe upon the privacy of another. The victims of identity theft are the customers whose personal information is obtained. The Direct Marketing community is also in the danger of demise because of the negative perception that most people have regarding Direct Marketing. Perpetrators of identity theft tarnish the reputations of legitimate Direct Marketers by performing unscrupulous acts of infringing upon one's privacy. Identity theft is referred to as the crime of wrongfully obtaining and using another person's personal data in such a way that involves deception or fraud, usually for economic gain. The victim of identity theft is susceptible to having out-of-pocket financial losses as well as financial costs in trying to restore his reputation that has been besmirched. In today's world, the internet has made the crime of identity theft a problem of many internet users. Criminals use the internet in obtaining data such as bank information and passwords. In some cases, responding to spam emails that are sent by direct marketers make one susceptible to being a victim of identity theft. The perpetrators of identity theft may use one's identity in applying for loans and credit cards, making fraudulent withdrawals from bank accounts, or obtaining privileges that the criminal might not have if he were to use his true identity.
