The EC Green Paper on marketing communications and what to
expect if/when it becomes law.
Direct Response magazine has a summary:
Copywriter.co.uk comments on the EC paper:
- 7 day cooling off period on mail order (excludes personalised goods, CDs and
- 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.
- 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
- 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.