The sending of unsolicited emails and text messages, or spam, was officially outlawed in the UK yesterday, with businesses now required to gain recipients’ consent before sending out marketing material using these methods.However, although the anti-spam rules have now become law, businesses have been given until 11 December to fall into line before being punished under the new regulations.
As reported by Startups.co.uk, plans to curb spam were first announced in March by Stephen Timms, the then e-commerce minister, with consumers having to give their explicit consent before companies were allowed to send spam, unless a prior subscription agreement existed.
From now on, firms will also have to give the recipients the chance to refuse internet tracking devises, such as cookies, and will be required to make users aware if they are being numbered in research on internet traffic.
Any breaches of the new rules will be criminal offence, with fines of up to £5,000 if the case is heard in a magistrates courts, or an unlimited fine if the trail is before a jury.
Firms who break the rules could also be even further out of pocket as the regulations allow recipients who have ‘suffered damages’ from spam to sue the senders for compensation.
The government also announced that businesses, as well as individuals, will be able to opt-out of telephone marketing from next year, a move welcomed by the British Chambers of Commerce and the Federation of Small Business.
The new rules on spam are likely to be welcomed by most small firms, who have continually had their inboxes clogged up with junk mail offering everything from share options to penis enlargements.
Research has shown that as well as being extremely annoying, spam has effected the productivity of many firms to such an extent that junk mail is now almost as big a worry for companies as computer viruses.
However, email and text marketing is considered to be an extremely effective marketing tool and many small businesses will now simply not have the time or resources to reach every customer using these previously low-cost methods.
Timms, who is now the communications minister, said that electronic communications are transforming the way we do business and the way we communicate with each other.
“It’s crucial that people feel safe and have confidence in utilising electronic communication technologies.
“These regulations will help combat the global nuisance of unsolicited emails and texts by enshrining in law rights that give consumers more say over who can use their personal details,” he said.
Source: Startups.co.uk – http://www.startups.co.uk
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