22-09-2007
Email marketing should not break the law
News from Simply Business - independent provider of business insurance, invoice finance, landlord insurance & buy-to-let mortgages
Although email marketing is a tool that offers a great deal of potential, businesses should be careful not to break spamming laws.
According to comments made by Robert Dirskovski, head of interactive media at the Direct Marketing Association (DMA), businesses should ensure that any electronic marketing is compliant with the Privacy and Electronic Communications (EC Directive) Regulations 2003.
"[Email] needs to be managed in a responsible way, and a way that respects the rights of the consumer," said Mr Dirskovski.
"The Privacy and Electronic Communications Regulations enshrine the principle of 'opt-in' when it comes to email and SMS marketing," he added.
However, Mr Dirskovski pointed out that postal marketing mailings that are unaddressed are not considered under the same laws, as a specific individual is not targeted, according to Mr Dirskovski.
SMEs should ensure they have full business insurance.
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