Spam is Controlled by Privacy Regulation with Consent Requirements
Spam refers to the bulk sending of unwanted, unsolicited emails, texts or other electronic communication. Typically the user or consumer has not provided consent to the company or has no previous service or purchase relationship. Marketers utilize Spam as a low-cost communications vehicle to user or consumer lists with offers for products, services, and/or trials.
Spam and Privacy Laws
Privacy laws have numerous provisions to battle unwanted and unsolicited communications. The CAN-SPAM Act, the GDPR and the upcoming CCPA specify how companies should ensure the appropriate use of electronic communications with customers and prospects. In general, customers should provide consent for communications, have clear and obvious ways to opt-out of mailing lists, control whether their information is shared with partners and use clear, non-deceptive messages about the purpose of their message.
What are Examples of Spam Guidelines for Companies?
- Ensure that you have obtained consent for marketing messages.
- Be clear on the purpose and offer in communications.
- Have obvious and immediate methods for customers to opt-out of communications.
- Empower customers to restrict the sale and/or sharing of their information.
- Provide customers a clear process for deleting their information.
Here are additional resources for information on Spam:
- The US Federal Trade Commission (FTC), CAN-SPAM Act
- UK Information Commissioners’ Office, article on Spam
- NIST publication on Spam controls
You just learned about SPAM, now explore related terms like Whaling and Phishing.