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;
- 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.