Event Information

Permission Marketing—Opt in? Opt out?

Date: 26 November 2001   Drinks: 18:30   Talk Starts: 19:30 OPuS Event

Description

Publishers need to know what is legal and acceptable in the attraction and retention of customers in the new permission environment being ratified by the European Parliament and its new Directive on Direct Marketing.

OPuS has two speakers to cover the legality and creative practice of permission marketing with emphasis on the use of email marketing.

Covering the legal aspects of direct marketing and in particular the new European Directive on e-mail, SMS and other electronic marketing, Joss Saunders of the law firm Linnells, will focus on opt in or opt out, and how to manage the risks to your marketing database.

He will also look at Codes of Practice such as the British Code of Advertising and Sales Promotion, the ICSTIS guidelines, and some of the wilder marketing ploys and legal issues surrounding them.

The direct marketer’s view, from his standpoint as a founder member of eMMA – the eMail Marketing Association – comes from Matthew Kelleher of direct marketing company Claritas.

He will examine what email marketing actually is, does, means and could achieve, and how the role of permission based marketing may affect direct marketing as a whole.

Speakers

Joss Saunders — Joss is a partner in the Media and Technology Team at Blake Lapthorn Tarlo Lyons Solicitors, working for many different publishers.

Matthew Kelleher — Matthew Kelleher is the General Manager of Claritas Interactive, a European division of Claritas, the country and Europe's leading lifestyle direct marketing and segmentation company.