Latest posts | Feed | By Mark Brownlow on September 12, 2003
First UK ruling under new email marketing regime
A long article about the so-called CAP code - a set of email marketing guidelines and rules introduced by the UK's Committee of Advertising Practice and administered by the Advertising Standards Authority. Among the many interesting highlights is the ruling that a company is held responsible by the ASA for checking that rented addresses have truly opted-in to get the kind of messages you want to send to the list.
In other words, it's not enough to get guarantees and assurances from the list owner. If recipients have a valid complaint that you're sending unsolicited email, then the ASA can penalize you, even though you acted in good faith all the way along the rental process. Of course, I daresay you'd have recourse to raise the issue with the list owner...
A long article about the so-called CAP code - a set of email marketing guidelines and rules introduced by the UK's Committee of Advertising Practice and administered by the Advertising Standards Authority. Among the many interesting highlights is the ruling that a company is held responsible by the ASA for checking that rented addresses have truly opted-in to get the kind of messages you want to send to the list.
In other words, it's not enough to get guarantees and assurances from the list owner. If recipients have a valid complaint that you're sending unsolicited email, then the ASA can penalize you, even though you acted in good faith all the way along the rental process. Of course, I daresay you'd have recourse to raise the issue with the list owner...
[This post brought to you by Campaigner Email Marketing]
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