In December 2003 new rules came into force
covering marketing e-mails and SMS
messages to individuals.
The Privacy and Electronic Communications
Regulations introduced an opt-in consent
procedure for commercial e-mails – which
means you can only target people who have
agreed to be contacted. This is a change
from the previous rules, which only required
that customers be given the opportunity to
opt out of being marketed to.
To save having to contact all your existing
customers to get consent, the rules apply
only to new customers. You can continue
marketing to your current customers
provided they can opt-out of future
messages and the messages cover similar
products and services.
The other main point is that you must clearly
mark you e-mails with your contact details
and include a valid return e-mail address.
covering marketing e-mails and SMS
messages to individuals.
The Privacy and Electronic Communications
Regulations introduced an opt-in consent
procedure for commercial e-mails – which
means you can only target people who have
agreed to be contacted. This is a change
from the previous rules, which only required
that customers be given the opportunity to
opt out of being marketed to.
To save having to contact all your existing
customers to get consent, the rules apply
only to new customers. You can continue
marketing to your current customers
provided they can opt-out of future
messages and the messages cover similar
products and services.
The other main point is that you must clearly
mark you e-mails with your contact details
and include a valid return e-mail address.
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