There are a number of laws that relate specifically to digital marketing. You need to keep abreast of changes in this area to ensure that you are complying with the various rules.
Email and SMS marketing rules
There are rules covering marketing emails and SMS messages to individuals.
The Privacy and Electronic Communications Regulations introduced an opt-in consent procedure for commercial emails - which means you can only target people who have agreed to be contacted.
The rules only apply to new customers. You can continue marketing to existing customers provided they can opt-out of future messages and the marketing messages cover similar products and services.
You must also clearly mark your emails with your contact details and include a valid return email address.
Your website and social media
All websites should carry your company's registered address and company (or charity) registration number. Consider including usage terms and conditions and a disclaimer for your website:
You should be aware of legal implications and best practice when using social media.
Cookies are text files that are stored on a user's computer when they visit a website that uses them. Thereafter, the cookie sends information back to the website and can be used to monitor browsing preferences of users, eg types of goods searched for, pages visited and length of dwell time on each page.
Know your legal responsibilities
- Do you need a licence?
- Get the right business insurance
- Comply with the law when providing goods and services
- Know your customers' rights
- Distance and online selling rules
- Understand pricing legislation
- Buying goods from outside NI
- Selling goods outside NI
- GDPR compliance checklist
- Pay your business rates
- Understand staff contracts and your responsibilities
- Taking on contractors and subcontractors
- Health and safety basics for business
- Know your legal obligations on pensions
Understand tax and VAT
Sell and market your products or services