Benchmark Email, telling you about how the New EU Regulations Impact Email Marketers.

Given the nature of email marketing, your subscribers may be a worldwide audience. New laws taking effect in Europe in the Spring of 2011 can subject you to major financial penalties for doing something as normal and innocent as automatically placing a cookie on your visitor’s computer.

The European Union has passed a new regulation that takes effect right across their 27 member nations on April 26, 2011. It deems any cookie that can be stored or accessed from any EU resident's computer may be placed only if the user "has given his or her consent, having been provided with clear and comprehensive information." Violations are subject to a fine of approximately $8,000 for each and every case.

Surfing the web would be brought to a screeching halt by the requirement to physically approve each site's serving of a cookie.

Disregarding this legislation may be a mistake that many email marketers may not want to risk, given the EU's successful fining of Microsoft for over a billion dollars.

Cookie Monster: New EU Regulations Impact Email Marketers

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