Surowe kary za wysyłanie reklamowych e-maili
Od 25 grudnia nie będzie można wysyłać reklamowych e-maili i prowadzić akcji telemarketingowych do osób i firm, które nie wyraziły na to zgody. Za naruszenie tego przepisu przedsiębiorcy grozi kara do 3 proc. rocznych przychodów.

W pierwszy dzień świąt wchodzi w życie znowelizowany art. 172. 1. Prawa telekomunikacyjnego, który zakazuje używania „telekomunikacyjnych urządzeń końcowych i automatycznych systemów wywołujących dla celów marketingu bezpośredniego, chyba że abonent lub użytkownik końcowy uprzednio wyraził na to zgodę.”
Telekomunikacyjne urządzenia końcowe (to właśnie je dodano w art. 172) to sprzęt podłączany do sieci, np. telefon, komputer czy tablet. Zmiana oznacza, że nie będzie można wysyłać e-maili, SMS-ów, dzwonić w celach marketingowych bez uzyskania na taką praktykę uprzedniej zgody odbiorcy. Co istotne, zakaz ten obejmuje nie tylko konsumentów, lecz także przedsiębiorstwa. Nowe prawo ma zatamować falę spamu, która zalewa skrzynki pocztowe i telefony. Kara za złamanie przepisu jest wysoka – do 3 proc. rocznego przychodu firmy.
Michael Banaszczyk, marketing & sales manager w Emerson Direct Communication, firmie specjalizującej się w marketingu bezpośrednim, uważa, że przedsiębiorcy będą musieli zmienić swoją strategię marketingową.
– Położą nacisk na relacje z obecnymi klientami – prognozuje menedżer dla agencji Newseria. – Komunikacja będzie bardziej spersonalizowana, kierowana do konkretnych odbiorców. Firmy raczej przestaną podejmować próby masowego pozyskiwania nowych klientów przez Internet czy telefon.
Według niego w krajach, w których wprowadzono podobne regulacje, znacznie ograniczono niechcianą komunikację marketingową.
Warto przypomnieć, że zgodnie z nową ustawą o prawach konsumenta (również wchodzi w życie 25 grudnia br.), przedsiębiorca, który dzwoni do kogoś w celu zawarcia umowy na odległość, ma obowiązek na początku rozmowy poinformować o swoim zamiarze oraz podać dane swoje i firmy (art. 20 ust. 1).
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