The Direct Marketing Association has issued guidelines for fax marketers, following the Federal Communications Commission’s release of regulations last Thursday to implement the Junk Fax Prevention Act of 2005.
Here’s part of what fax marketers must know to comply with the law which takes effect later this year:
* Faxes containing unsolicited advertisements are subject to the notice and opt-out requirements. An unsolicited advertisement is “any material advertising the commercial availability or quality of any property, goods, or services.”
* All faxes must include the date and time sent and the name and telephone and fax number of the sender.
* All faxes, whether unsolicited or solicited and whether sent by fax machine or computer, must include the date and time sent, registered name and phone and fax numbers of the company sending the fax.
* Faxes that contain an unsolicited advertisement must also include an opt-out notice.
* Opt-out notices must appear on the first page of the fax, be clear and conspicuous and be separate from the advertising copy
* Opt-out notices should clearly state that the recipient may opt-out of any future faxes, provide clear instructions for doing so and list one cost-free domestic telephone and separate fax number for transmitting the request.
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