From March 9, 2009, the new advertising law introduced on September 1 will have serious repercussions for companies in Hungary employing direct marketing, including spam e-mails, reports Világgazdaság.
Companies have been given until this date to redesign their databases. The law will require prior approval from the customer for any contact to be made and demand that companies provide customers with the opportunity to block further advertising at all times.
Direct mail must now contain a return envelope for recipients to block further correspondence, with the cost of postage borne by the advertiser.
Several exceptions have been introduced, including correspondence to existing customers, use of public databases such as telephone books and sanctioning of the use of e-mail addresses beginning with the word “info,” provided these accounts have been set up to receive information.
The new law has not been well received by the advertising association, which says both that it is unclear in its formulation and unworkable. The economics daily cites the example of a bank sending direct marketing materials to account holders enclosed with their bank statements. From March, a pre-addressed refusal form will need to be enclosed each time such materials are sent out, generating considerable extra costs for the bank.