Objectives of knowledge management

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.
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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