DMA International E-mail Guide Available

Did you know that “forward-to-a-friend” or “member-get-member” marketing techniques in e-mail are currently permitted in Argentina, Hong Kong and Israel, but not in Hungary or Poland? Or that while Canada does not have legislation specifically addressing the issue of e-mail marketing, key legislation for e-mail marketers is the federal privacy law, or PIPEDA. Or that in China there is no legal definition or best practice that specifically defines “opt-in?”

Did you know that “forward-to-a-friend” or “member-get-member” marketing techniques in e-mail are currently permitted in Argentina, Hong Kong and Israel, but not in Hungary or Poland? Or that while Canada does not have legislation specifically addressing the issue of e-mail marketing, key legislation for e-mail marketers is the federal privacy law, or PIPEDA. Or that in China there is no legal definition or best practice that specifically defines “opt-in?”

These were just a few of the facts I learned thumbing through the Direct Marketing Association’s very useful International Email Compliance Resource Guide. The book is a compendium of e-mail marketing regulations and practices for individual countries.

The report is valuable for two reasons:

  • International e-mail marketing is growing. Many companies today are looking for new opportunities to market their products and services abroad while the economy here is in the doldrums.
  • To my knowledge, there really isn’t easily accessible information of this nature available on the subject of international e-mail laws.

Here are some of the topics the DMA touches on in the guide:

  • affirmative consent;
  • legal definition of opt-in;
  • forward-to-a-friend;
  • privacy policy in e-mails; and
  • other best practices.

For the guide, the DMA developed a questionnaire targeting key areas of legislation regarding e-mail regulations and data protection. The questionnaire was then administered to preselected respondents who were knowledgeable about their country’s e-mail laws.

Responses varied from country to country based on the questions they answered. In cases where no questionnaire was submitted, a link to the relevant law is provided as well as contact information for local DMAs and/or departments of data protection.

I strongly suggest you check it out. To do so, click here.

Author: Melissa Campanelli

Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.

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