Before Christmas 2003 is upon us, the UK will bring into effect new legislation that will change the email marketing strategy of many businesses. It's indeterminant exactly what will happen with the remaining businesses that fail to comply, but we shall all know soon after the legislation comes into effect.

The EU has recognised the threat posed by spam against one of the cornerstones of Internet communication. Sources such as

Postini report worldwide percentages of unsolicited commercial email (UCE) 70 - 80% and most experts will agree that the actual percentage is well over 50% with the cost to EU businesses at €2.5 billion in 2002. It's little wonder why legislation has been pushed as a priority, but does this necessarily mean the death of Internet marketing as we know it?

Well, if we're talking in terms of global spam then it's doubtful. Until such legislation is in effect on a worldwide scale spammers and scammers will continue to elicit the services of non-cooperative states in order to market their wares.

For legitimate EU businesses the new legislation will mean a stricter approach to mailing list take up will be required as previously, respondents would have had to opt-out of any proposed scheme. From 11/12/2003, it will be a requirement to have confirmed opt-in.