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BizReport : Email Marketing : January 30, 2007

UK puts new email regulation in effect

In an effort to cut down on spam and to weed out spamming companies, the UK has placed new regulations on email communications. At the start of the new year, the UK Companies Act Amendments of 2006 went into effect, with requirements similar to the US CAN-SPAM act.

by Kristina Knight

As with normal business correspondence, UK companies are now required to disclose the company name, where the company is registered, the registration number (if there is one) and the registered address in transactional email communications. For other commercial messages, such as marketing materials or newsletters, a valid postal address and the company name should be included in the correspondence.

The Email Sender and Provider Coalition (ESPC) has addressed the changes in a briefing to members. There is also a more detailed briefing available for review.

The new rules may seem simple to follow, but a study from CDMS indicates that about 30% of UK companies are still not complying with the original rules for email communication passed in 2003.

“This effectively puts them in the category of junk e-mailers, and associates them with a rising tide of spam, and growing consumer concerns over the security of their personal records," said Ian Hubbard, director of data services for CDMS (via DMNews).

It seems some companies have questions over what types of communications are covered in the act. For example, what about company representatives replying to an email list or responding to questions on a message board?

There are no answers to these questions, but it would help to be cautious. Include the required information in the footer of every email. Keep the same information on the contact page of your website and allow the contact page to be linked to and from any page of a blog that lists your company´s expertise or services.

Tags: email, email marketing

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