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                     UK Email Marketing:
                    Legal and ISP Landscape	
  

                                                                                          Riaz	
  Kanani,	
  Founder	
  
                                                                                                     @riazkanani	
  	
  
                                                                                    riaz@connectedpaths.co.uk	
  
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.

                                           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%



Source: Information Commissioner s Office
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	

   Companies	
  must	
  display	
  in	
  the	
  email	
  footer:	
  
                 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
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	
  

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Email Marketing UK legal and ISP Landscape

  • 1. Disclaimer: The materials available at this presentation are for informational purposes only and not for the purpose of providing legal advice. UK Email Marketing: Legal and ISP Landscape   Riaz  Kanani,  Founder   @riazkanani     riaz@connectedpaths.co.uk  
  • 2.
  • 3. 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. 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% Source: Information Commissioner s Office
  • 4.
  • 5.
  • 6. 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  
  • 7. 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
  • 8. Required Information Companies  must  display  in  the  email  footer:   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
  • 9. 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
  • 10. •  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  
  • 11. •  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.  
  • 12. •  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  
  • 13. 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/    
  • 14. THANK  YOU..  QUESTIONS?   Riaz  Kanani,  Founder   @riazkanani   riaz@connectedpaths.co.uk