DMA Warns Members About Coming EU 'Opt-In' Law

Share this content:
The Direct Marketing Association alerted members this month that the European Union's Privacy and Electronic Communications Directive takes effect in all member states by Oct. 31.

The directive will require marketers to receive prior consent from consumers before using a recorded message during telemarketing or sending unsolicited e-mail and faxes. In addition to being implemented in member states, many candidate countries are enacting similar laws. In total, the directive will become policy in 25 nations.

"The EU's policy simply does not help either businesses or consumers," said Charles Prescott, the DMA's vice president of international business development and government affairs. "Banning commercial e-mail keeps the consumers in the dark about new products and opportunities. It will only stop e-mail from legitimate companies because the real spammers are not going to pay attention to any law."

The DMA thinks that a legislated and enforced "opt-out" system strikes the right balance between business and consumer interests if it is combined with focused efforts in the consumer protection field. The association said it will continue to study this issue, and will update its members and the public as information becomes available.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above