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ARTICLE · 16 MARCH 2004

Responsible e-Marketing is NOT Spam!

McMillan LLP
McMillan LLP
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McMillan LLP

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Maclean's </I>magazine reported in February that an estimated 60 per cent of today's e-mail is spam.The ever-increasing volume of spam has created new challenges and new costs for businesses and individuals. However, many businesses use unsolicited commercial e-mail as a part of their marketing programs. Should they be considered "spammers"?

CanadaMedia, Telecoms, IT, Entertainment
McMillan LLP
McMillan LLP
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Maclean's

magazine reported in February that an estimated 60 per cent of today's e-mail is spam.1 The ever-increasing volume of spam has created new challenges and new costs for businesses and individuals.

However, many businesses use unsolicited commercial e-mail as a part of their marketing programs. Should they be considered "spammers"? It is important to remember that there is a big difference between responsible e-marketing and the type of spam that offers questionable products, or access to money held in Nigerian bank accounts. For one thing, responsible e-marketers do their best to comply with anti-spam laws and voluntary codes. Is your company aware of the legislative framework related to spam in Canada and the U.S.? If your company is a member of an industry association, does it comply with a voluntary code of ethics?

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