UK Direct Marketing Association (DMA) attacks EU proposal on spam
that would prohibit the use of e-mail for the purpose of direct
marketing, unless potential recipients have given prior consent.
The DMA has put forward a submission to EU draftsman Marco
Cappato outlining its concerns. The DMA says its main concern is
that the proposed provision does not distinguish between true
'spam' e-mail - which is bulk, untargeted e-mails and direct
marketing - where targeted lists are used to develop a specific
relationship with customers, thus resulting in the application of
an opt-in mechanism to all e-mail marketing.
Jodie Sangster, DMA Legal and Public Affairs Executive,
says:
“Community data protection legislation
already exists to prohibit spam e-mails, so the introduction of
further legislation for an opt-in scheme isn’t going to stop
unscrupulous marketers from continuing to send spam e-mail, but
will instead penalise responsible marketers from using this
valuable marketing tool.”
Sangster also argues that direct marketing via e-mail by
legitimate companies, especially those who are members of the DMA,
has the sole purpose of maintaining and growing their customer base
in a responsible way. Sangster believes such companies obey the
laws and principles on direct marketing set out in data protection
legislation and DMA Codes of Conduct.
"Broadly speaking, e-mails sent for direct marketing purposes
are the exact opposite of spam. They are targeted to specific and
carefully selected individuals or companies where previous contact
has been made and adequate opportunity to object to receiving such
email activity has been given”, she says.
All submissions on the EU Directive to be considered by Cappato
were due in by the 24th January.
