Direct Marketers Warn Over UK Anti-Spam Legislation

by Robin Pilgrim, LawAndTax-News.com, London

13 January 2004

Direct marketing think-tank, the IMDF (International Direct Marketing Fair) Forum has broadly welcomed the entry into force of the Privacy and Electronic Communications regulations in the UK last December, but has warned that the industry may lose out to overseas operators, who are not obliged to adhere to the rules.

The regulations require businesses to obtain prior consent before sending unsolicited commercial e-mails; require that internet users are given the opportunity to reject the use of cookies or other online tracking devices; allow network operators to provide subscription and advertising services based on location and traffic data to their customers provided that subscribers have given their consent; and increase the rights of UK citizens over whether they are listed in subscriber directories, and if so, what information can be made available.

According to a survey of its members conducted by the Forum, 92% believed that the new regulations are a positive development for the direct marketing industry, and 85% felt that they will enhace the industry's credibility.

However, 38% expressed concerns that "The UK direct marketing industry will lose out to overseas operators", and a similar proportion were afraid that the regulations will increase costs for direct marketers to a prohibitive level.

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