A01 chaf6542 06 se fm indd

Spam

Unsolicited email 

(usually   bulk‑  mailed  and 

untargeted).

Cold list

Data about individuals 

that are rented or sold by 

a third party.

House list

Data about existing 

customers used to market 

products to encourage 

future purchase.

M04_CHAF6542_06_SE_C04.indd   145

7/23/14   12:18 PM

---

146

Part 1  Introduction

While such laws are clearly in consumers’ interests, some companies see the practice as 

restrictive. In 2002, ten companies, including IBM, Oracle and VeriSign, who referred to 

themselves as the ‘Global Privacy Alliance (GPA)’, lobbied the EU saying that it put too 

much emphasis on the protection of individuals’ privacy, and not enough on ensuring the 

free flow of information between companies! More positively, the Online Privacy Alliance 

(

www.privacyalliance.org

) is a ‘group of more than 30 global corporations and associations 

who have come together to introduce and promote  business-  wide actions that create an 

environment of trust and foster the protection of individuals’ privacy online’.

Box 4.3

UK and European email marketing law

As an example of European privacy law which covers use of email, SMS and cookies 

for marketing, we review the implications for managers of the UK enactment of 2002 ÷ 

58/EC Directive on Privacy and Electronic Communications. We will contrast this with 

the law in other European countries.

This came into force in the UK on 11 December 2003 as the