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Spam's a problem for anyone with an email inbox and this is something the Committee of Advertising Practice (CAP) is endeavouring to curb, along with unsolicited text messages, through its latest Code.
The CAP Code - the rules administered by the Advertising Standards Authority (ASA) that govern the content of UK nonbroadcast marketing communications - has been updated to include "emerging new media".
The Code covers online banner ads, pop-ups, moving image posters, SMS and marketing emails, among others. However, it does not cover companies' own claims on their web sites.
"There's definitely a perception that email marketing and SMS is more intrusive than getting mailshots," says CAP secretary Guy Parker. "There's a lot of concern among consumers as well as confusion about its legality.We hope this Code is going to deter companies from sending out marketing messages by email and SMS without checking whether consumers have opted-in."
Changes include 'soft optin' for SMS and email. which means explicit consent is now required for marketing by both email and SMS unless the marketers offer similar products to existing customers.
Legitimate, unsolicited email marketing must now be clearly identifiable as such, without the need for recipients to open them. Marketers can access an online tutorial on the CAP web site (www. cap. org. uk) that explains the changes.
Consumers can opt-in to receive marketing messages from a specific firm. They can sign a general opt-in too, whereby they agree to let their data be sold to...