As most of you know- there is a new anti- spam legislation coming into effect on July 1st. This law is set to protect people from unwanted electronic messages (spam).
For those of you who are unfamiliar- I quote the Government of Canada’s website:
“Once the law is in force, it will help to protect Canadians while ensuring that businesses can continue to compete in the global marketplace.
When the new law is in force, it will generally prohibit the:
- sending of commercial electronic messages without the recipient’s consent (permission), including messages to email addresses and social networking accounts, and text messages sent to a cell phone;
- alteration of transmission data in an electronic message which results in the message being delivered to a different destination without express consent;
- installation of computer programs without the express consent of the owner of the computer system or its agent, such as an authorized employee;
- use of false or misleading representations online in the promotion of products or services;
- collection of personal information through accessing a computer system in violation of federal law (e.g. the Criminal Code of Canada); and
- collection of electronic addresses by the use of computer programs or the use of such addresses, without permission (address harvesting).”
Pretty scary, right? After all- we have become so reliant on digital communication! Which is why I am OK with this law. Not because I get spammed a lot- because I actually don’t- but because I think this marks a tipping point for business communication.
People hide behind computers, email, text- no one calls anymore and frankly, I am starting to think that people are forgetting what it means to be involved in HUMAN interaction. People aren’t being forced to think and use their brains in one-on-one situations/conversations- they are able to mull over what they will say and how they will respond. I think this generation of communicators will thank this law for forcing them to lift their eyes from their Smartphone long enough to personally/face-to-face network and make a sale.
Rather than mass electronic communications- we will receive tailored packages that we actually WANT to receive. Mail in our inbox, direct messages, and social media- wherever- will have meaning again! We won’t just assume that it’s junk… maybe…? I think that this will add a personal touch to digital, if that makes sense.
I am also excited about print making a comeback. I love printed material! I love physical marketing pieces I love the process of designing them. The feeling of the box of flyers being delivered and opening it up like “YES, they are here!” and holding them in your hand and feeling the real sense of pride for your creation. Of course you are proud of your e-blast… but do me a favor, print it out and hold it. Does your pride go up a notch? Or am I crazy…
People are saying that this will hit small businesses the hardest- and I agree when it comes to updating (expensive) technology that will assist with consent of digital communication, but I also think that this could help knock businesses down to a fair(er) playing field. Start-ups don’t have the resources to design out of this world digital pieces to stand out in the sea of email marketing and social media buzz. Start ups don’t have a team of researchers to search for and collect contact information all day, and they can’t afford to buy the email lists that are circulating- yep, that happens, folks. Small businesses are known for their guerilla marketing, their personal touches and their one-on-one, so I think overall they are used to relying on themselves more than computers!
I honestly think that although this law will require us to make an adjustment, that it should be a welcomed change. If you can’t welcome it? At least pretend to- because it’s coming!
What are your thoughts? Share them below. I want your take on this!
To learn about this new and upcoming legislation, visit: http://fightspam.gc.ca/