|
|
 |
Share |
|
|
|
|
|
If you want to use fax marketing for your business, you'll need to educate
yourself on the laws restricting this practice.
These laws have expanded in recent years as a result of public outcry over
telemarketing in general, the growth of privacy and solicitation laws and
advertising regulations. Not adhering to these laws will not only open you to
sanctions from law enforcement, but could also risk offending your potential
customers.
Unmitigated fax marketing campaign onslaughts have been compared to email SPAM
barrages. They clog up a communication systems and make it difficult for their
owners to use the system for its intended purpose. It's easy to see how this
could breed ill will among the public.
At the federal level, many restrictions are written into The Telephone
Consumer Protection Act. In general, the law prohibits business from using the
fax machine to advertise products and services. The law includes an exception to
this prohibition, however, in cases where a prior or existing relationship has
existed. Such a relationship -- sometimes called an "existing business
relationship" or "EBR" -- isn't restricted only to money changing hands. It can
include an inquiry, application, purchase or other transactions or contact.
The Junk Fax Protection Act contains parameters governing how businesses send
even routine faxes to customers. "Junk" faxes are defined as any message
containing advertisements of goods or services. Along with requiring an EBR, the
law requires fax cover sheets to include an "opt out" box that customers can use
to terminate the EBR and thereby take them off the fax list.
These federal laws apply to both in-state and out-of-state faxes, but are
subject to state laws. Many states have their own laws governing telemarketing
and fax marketing. Many are based on the federal law, but not all include the
same exception for existing relationships. Before embarking on a fax marketing
campaign, check your state laws to make sure where you stand.
Source: howstuffworks.com
|
