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O  =-Welcoming Remarks 5Sin Chung Kai Legislative Councillor (IT) 6 Dec, 200666Email as a marketing toolEmail is a powerful marketing tool reach a lot of potential customers with tailor-made information easy to track the responses instant delivery virtually zero marginal cost The problem Spam as a form of unsolicited electronic message (UEM) L# 8# 8$Unsolicited Electronic Message (UEM)$Introduction Unsolicited Electronic Message (UEM) Bill Scope of the bill Sending commercial electronic messages Address Harvesting How can you comply?68L8LUnsolicited electronic messagesWhat is UEM? Unsolicited  sent without the consent of recipients Electronic messages include emails, phone calls (with pre-recorded elements), fax, SMS, & . (list not exhaustive) Technology neutral  new forms of electronic messages are included Figures Globally, more than 50% of all e-mail traffic is now spam. Survey on UEM by Office of Mr. Sin Chung Kai in 2006 75% respondents receive UEM in the last 3 days > 80% respondents regard UEM have negative impacts 81% respondents support government intervention Ip Ip  The UEM BillPublic consultation was completed on 20 Mar 2006, more than 60 submissions were received The UEM Bill was introduced to the Legco on 4, July 2006 A bills committee was established to scrutinize the bill Current Progress: 9 meeting commenced, meeting scheduled to 30 January, 2007 clause-by-clause examination of the Bill Date of 2nd and 3rd Reading in Legco Commencement Date of the Bill Implementation schedule Website: http://legco.gov.hk/yr05-06/english/bc/bc04/general/bc04.htmLPdPPdf= Scope of UEM BillRegulates UEMs of commercial nature only Content of message is about offering or promoting goods or services for furtherance of business person-to-person messages are excluded  Hong Kong Link Messages are within the scope of the bill if it has a  Hong Kong Link message originates from Hong Kong; message is sent through Hong Kong to another destination; message is sent to an electronic address in Hong Kong; or marketing of message, or, promotion or advertising of service by means of UEM is in Hong Kong`)G)G  Features of UEM BillSending commercial electronic messages Implement an  opt-out regime. Sender should stop sending commercial electronic messages upon recipient's request Functional Unsubscribe Facility To receive unsubscribe requests from recipients Operational for at least 30 days after commercial electronic message is sent Facility to be offered free of charge Unsubscribe requests to take effect within 10 working days Sender of commercial electronic messages to keep records of unsubscribe requests for at least 7 years b' S"G' S"G  Features of UEM BillbSending commercial electronic messages Accurate Sender Information Include in message the name, physical address and electronic address of sender Information accurate for at least 30 days after the commercial electronic message is sent Prohibition of misleading subject headings Prohibit sending of commercial e-mail with misleading subject headingsb'-G'-G Features of UEM Bill~Sending commercial electronic messages  do-not-call register Same legal effect as sending unsubscribe requests to all e-marketers Will be established by Telecommunication Authority (TA) Initially, three registers for: voice, sound, video or image messages with pre-recorded elements SMS/MMS messages fax messages b'b'5hb Features of UEM BillSending commercial electronic messages Code of practice Practical guidance prepared by the authority Will be prepared and approved by Telecommunication Authority (TA) Not a subsidiary legislation As a basis: in legal proceedings as framework for remedy to contraventions N'@'@  Features of UEM BillhContraventions enforced by enforcement notice TA to specify contravention and steps required to remedy the contravention in an enforcement notice An offence if enforcement notice is not complied with Penalty Fine up to $100,000. Continued offence: further fine of $1,000 a day First offence: one enforcement notice by TA Continued offence: directly to courtj.GQ.GQ  Features of UEM BilloAddress harvesting Prohibit the supply, acquisition or use of address-harvesting software, or harvested-address lists in contravention against the rules about sending commercial electronic message Penalty Summary conviction: fine up to $100,000 and imprisonment up to 2 years Conviction on indictment: fine up to $1,000,000 and to imprisonment for up to 5 yearsx,:Q ,:Q   Features of UEM Bill,Send commercial electronic messages to electronic addresses obtained using automated means (e.g.  dictionary attack ) Knowingly send commercial e-mail messages through open relays or open proxies designed to hide the true identity of the original sender Use scripts or other automated means to register for multiple e-mail addresses (e.g.  automatic throwaway accounts ) Penalty Summary conviction: fine up to $100,000 and imprisonment up to 2 years Conviction on indictment: fine up to $1,000,000 and imprisonment for up to 5 years .|ZZ|  Features of UEM BillLiability of employers and principals Actions covered by UEM bill by employees and agents are considered to be done by employers and principals Defense: employers and principals have taken measures that are practicable to prevent their subordinates from illegal actions&&& How can you comply?|Consent/permission or a prior business or personal relationship required Anticipated and relevant messages Correct sender s domain name, responsive IP address required Subject line must not be misleading Opt-out/Unsubscribe option required Data Privacy policy included (or link) No dictionary attacks/automatic scripts?" ?> "Questions for you as an e-marketerVHave you included unsubscribe facilities? 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    pùjpOffice of Mr. Sin Chung KaiKO Arial sө1_w]²]pWelcoming RemarksEmail as a marketing tool%Unsolicited Electronic Message (UEM) Unsolicited electronic messages The UEM BillScope of UEM BillFeatures of UEM BillFeatures of UEM BillFeatures of UEM BillFeatures of UEM BillFeatures of UEM BillFeatures of UEM BillFeatures of UEM BillFeatures of UEM BillHow can you comply?#Questions for you as an e-marketerQuestion & Answer Session  ϥΦr ²]pd vD_t0CKSinCKSin  !"#$%&'()*+,-./0123456789:;<=>?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`abcdefghijklmopqrstuvwxyz{|}~Root EntrydO)PicturesCurrent UserSummaryInformation(TPowerPoint Document(ntDocumentSummaryInformation8