UK Email Marketing: ���Legal and ISP Landscape  

Riaz  Kanani,  Founder  @riazkanani    

riaz@connectedpaths.co.uk  

Disclaimer: The materials available at this presentation are for informational purposes only and not for the purpose of providing legal advice.

Public Perception “I am going to read out a list of issues that could be considered of social importance. Please tell me how concerned you are about each of the following issues.”

Source: Information Commissioner’s Office

2007 2008 change since 2004

Preventing crime 94% 94% +11%

Protecting personal details 92% 94% +34%

The National Health Service 91% 88% +13%

Equal rights for everyone 89% 88% +28%

National security 89% 87% +23%

Education 88% 87% -1%

Environmental issues 86% 87% +32%

Freedom of speech 86% 85% +27%

Unemployment 80% 83% +66%

Relevant Acts

•  The  Privacy  and  Electronic  Communica?ons  (EC  Direc?ve)  Regula?ons  2003    

•  The  Data  Protec?on  Act  1998    

•  Don’t  forget..  individual  ISP  requirements  

When can you send?

•  If  I  consent  to  receive  it,  or  •  If  you  collect  my  contact  details  and:    

–  it  was  in  the  course  of  a  sale  or  nego?a?ons  for  a  sale  

– The  marke?ng  is  for  your  own  similar  products  or  services  

– You  give  me  the  opportunity  to  opt  out  now  and  in  the  future  

Source: Information Commissioner’s Office

Required Information

company  registra?on  number  place  of  registra?on  registered  office  address  text  must  be  legible  PO  box  not  sufficient  

Source: http://www.out-law.com/page-7594

Companies  must  display  in  the  email  footer:  

Best Practice guidelines •  Provide  a  statement  of  use  when  you  collect  details.  Put  this  in  an  

obvious  place  or  make  sure  it  has  to  be  read  before  individuals  submit  their  details.  

•  Make  sure  you  clearly  explain  what  individuals’  details  will  be  used  for.  •  Do  not  have  consent  boxes  already  ?cked.  •  Provide  a  simple  and  quick  method  for  customers  to  opt  out  of  

marke?ng  messages  at  no  cost  other  than  that  of  sending  the  message.  •  Promptly  comply  with  opt-­‐out  requests  from  everyone,  not  just  those  

from  individuals.  •  Have  a  system  in  place  to  deal  with  complaints  about  unwanted  

marke?ng.  •  When  you  receive  an  opt-­‐out  request,  suppress  the  individual  or    

company  details  rather  than  dele?ng  them.  This  way  you  will  have    a  record  of  who  not  to  contact.  

Source: Information Commissioner’s Officer

•  Use  DKIM  authen?ca?on  

•  Separate  transac?onal  and  marke?ng  messages  by  IP  address  

•  Use  a  consistent  from  address  

•  Do  not  link  to  IP  addresses  

•  Don’t  include  web  forms,  Javascript  or  embedded  objects  

•  Be  CAN-­‐SPAM  compliant  wherever  you  are  in  the  world  

•  Privacy  Policy  on  website  

•  Use  DKIM  authen?ca?on  •  Separate  marke?ng  and  transac?onal  messages  •  Provide  a  clear  unsubscribe  link  •  Be  CAN-­‐SPAM  compliant  wherever  you  are  in  the  

world  •  Opt-­‐in  informa?on,  including  how  an  email  

address  was  obtained,  the  date/?me  of  opt-­‐in,  and  the  IP  address  the  user  opted  in  from  must  be  made  available  on  request.  

•  Use  SenderID  framework  and  SPF  authen?ca?on  

•  New  IPs  need  to  build  a  reputa?on  over  a  few  weeks  

•  Avoid  using  IP  addresses  for  links  •  Clear  unsubscribe  

Reference links

Informa?on  Commissioner’s  Office  guidelines:  h`p://www.ico.gov.uk/what_we_cover.aspx  

DMA  Best  Prac?ce  Resources  h`p://www.dma.org.uk/informa?on/inf-­‐prac?ce.asp  

Email  Marke?ng  Reports  h`p://www.email-­‐marke?ng-­‐reports.com/canspam/uk/    

THANK  YOU..  QUESTIONS?  Riaz  Kanani,  Founder  @riazkanani  riaz@connectedpaths.co.uk