Article: CMA - Why we changed e-marketing rules

The Canadian Marketing Association, which had been one of the strongest voices in favour of PIPEDA, has amended its Code of Ethics and Standards of Practice to deal with spam:

ITBusiness.ca: "Canada's largest marketing industry group has amended its Code of Ethics and Standards of Practice to deal with the growing volume of unsolicited commercial e-mail.

The Canadian Marketing Association said the amendments would apply immediately to all 800 of its corporate members, and would be specific to e-marketing programs.

Under the new rules, CMA members must obtain a consumer�s explicit or opt-in consent before disclosing their e-mail address to a third party; use the e-mail address only for the purposes that have been disclosed to the consumer; and clearly identify the CMA member and source of the e-mail. They must also provide the recipient with a simple and easy-to-use e-mail means to opt-out from receiving further e-mail marketing communications from the marketer.

CMA communications director Ed Cartwright recently spoke with Pipeline about the changes...."