The EC Green Paper on marketing communications and what to expect if/when it becomes law.

Direct Response magazine has a summary:

Paraphrased:

• 7 day cooling off period on mail order (excludes personalised goods, CDs and food)
• Inertia selling ban
• Attempt to tackle credit card fraud
• For fax and automated calling to consumers, consent needed.
• Call for system to let consumers opt out of DM.
• Telemarketeers must tell consumers they are selling.

Copywriter.co.uk comments on the EC paper:

• 7 day cooling off
  - most marketeers have a gaurantee already and satisfaction is a statutary right so no change.
  
• Inertia selling ban.
  -Depends on definition, is a book club which someone has agreed to an "inertia sell".
  
• Anti Credit card fraud.
  - Some Mail order companies already won't deliver to addresses other than that of the card holder. If this is made a rule, what about Interflora (UK 0800 flowers) and "send us your gift list" or "subscribe a friend" offers.
  
• Fax and automated calling without consumer permission.
  - What about email? With the growth in small home business and remote working the consumer/business line is becoming blurred, so it would be easy to fall foul of this one.
  
• Opting out of DM.
  - We already have the mailing preference service so no change, unless penalties are involved. The added costs of complying could be a barrier for smaller companies.
  
• Callers identifying purpose of call.
  - Making a sales offer actually might be more lucrative then sending out salespeople to do "free surveys", and bring down prices.