DMA Warns Against Plans To Prevent Email Spam

The Direct Mail Association (DMA) is warning the Government that its plans to crack email spam could disadvantage UK businesses in the global market.

Under the Government’s new proposals, which are now open to consultation, consumers will have to give prior consent before receiving email advertising, in a move that will effectively outlaw spam (see Government To Crack Down On ‘Curse Of Internet’).

The DMA believes that the legislation will put European business at a disadvantage given that firms from other countries outside the European Union will not be constricted by such legislation. It claims that email marketing provides a very low cost entry into the market and is therefore of special value to companies without large promotional budgets.

The industry body also argues that the proposed European legislation would be powerless to eradicate spam, as over 80% of unsolicited email currently emanates from the USA, where there is currently no specific federal legislation regulating its distribution.

The DMA is in the process of preparing a detailed assessment of the Government’s plans to strengthen consumer’s privacy rights and is expected to publish a detailed response within the coming weeks.

Recent research from email security company, MessageLabs, shows that the volume of email spam has drastically increased over the past year, with one in fourteen emails found to contain spam in 2002 (see Research Reflects Surge In Spam Mail).

DMA: 020 7321 2525 www.dma.org.uk

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