Singapore, 13 April 2007 | For Immediate Release
Legal Framework Protects Consumers, Guide Mobile and E-Mail Marketers
Mobile marketers and e-mail marketers will now have to adhere to a legal framework before they hit the “Send” button for their next unsolicited marketing message, or spam.
The Spam Control Act 2007, passed in Parliament yesterday, 12 April 2007, will provide this framework as a means to address the still-growing and global phenomenon. The law was developed by the Infocomm Development Authority of Singapore (IDA) and the Attorney-General’s Chambers of Singapore (AGC), with inputs from the public, people and private sectors, over the last three years.
Dr Lee Boon Yang, the Minister for Information, Communications and the Arts said in Parliament: “We are starting with a light-touch approach with more focus on industry self-regulation.”
The legal guidelines are reasonably easy for marketers to follow, and for consumers to understand. For instance, unsolicited commercial messages will have to carry the label <ADV> in their subject headings, or be the first words to appear in a message to clearly mark it as an advertisement. Marketers would also have to provide a valid return contact for consumers to send a request to be taken off that mailing or distribution list.
Consumers will get a measure of protection from spam this way. For one, they can set their e-mail filters to screen out such traffic. Or if it’s a mobile message, <ADV> would serve to immediately signal the SMS as spam and the recipient can choose how he wants to respond to it - either as information, or ask to be taken off that mailing list.
Marketers - particularly those based in Singapore or who have operations here - who continue to spam this “Not Interested” group face potential financial penalties of between $25 for each electronic message sent, or up to $1 million.
The Spam Control Act will offer a framework to better manage unsolicited electronic messages, which is estimated to still make up the bulk of all e-mails sent worldwide. It is not a sure-fire way to fry all spam. Globally, similar laws have been introduced (for instance in the United States of America and Australia) but spam remains in the picture.
Dr Lee said: “However, this does not mean we do nothing…As more countries enact legislation to deal with spam, the spammers will be on the lookout for a new base, new havens to operate from…we should not allow ourselves to inadvertently become a spammer’s haven. A spam control law will signal our readiness to address the global problem of spam.”
ISSUED BY CORPORATE & MARKETING COMMUNICATION DIVISION
INFOCOMM DEVELOPMENT AUTHORITY OF SINGAPORE
The Infocomm Development Authority of Singapore (IDA) is committed to growing Singapore into a dynamic global infocomm hub. IDA uses an integrated approach to developing infocommunications in Singapore. This involves nurturing a competitive telecoms market as well as a conducive business environment with programmes and schemes for both local and international companies. For more information, visit www.ida.gov.sg.
HO Ka Wei (Mr)
Manager, Corporate & Marketing Communication
Infocomm Development Authority of Singapore
DID: +65 6211-0273
Fax: +65 6211-2227
Email: ho_ka_wei@ida.gov.sg