Responsible Net Commerce
Protect Your Image on the Internet
There is more than simply “hanging out your shingle” to having a presence on the Web. You need to be sure that you are conveying the right message and that you are not taking shortcuts that will hurt your business's reputation.
This page is focuses primarily on websites and blogs, but the information is pertinent to most business owners.
It also is Canadian-based, so you'll want to determine any specialized rules for your country and the jurisdictions where you do business.
Don't Be Labeled a Spammer
You don't want to become identified as a spammer (someone that sends out unsolicited email messages).
An email or phone call offering to “target market” addresses for your business is offering to spam others on your behalf. The consequences can be severe.
- Canadian anti-spam legislation (CASL) came into effect on July 1, 2014 and has administrative monetary penalties (AMPs) up to $1 million for an individual and $10 million for entities, such as corporations, per violation.
- Legislation in California can find you liable for thousands of dollars in damages if even one of your spam emails is sent to a location within California (or any other location with similar legislation).
Ethical Net Commerce
If you have a website and offer an emailed newsletter, update notices or other similar services, you will want to ensure that people are actually wanting your email.
This can take the form of a subscription option on your website or an invitation in an email response to a message originated by the other person.
What Are Opt-In Lists?
Be certain that those on your mailing list truly wish to receive the material you're sending. This process is called opt-in.
Allowing Visitors to Choose
Allow your site visitors to choose to receive your emails (whether it is newsletters, special offers or promotional material) by having them check off the information they want. Don't use pre-checked boxes or other forms of “assumed” consent.
Then make it easy to unsubscribe if they change their mind.
Never “unsubscribe” from lists that you didn't subscribe to in the first place.
Even with explicit permission, I'd recommend confirming opt-in requests by sending a message to the new address asking them to confirm their intention to subscribe (and not using that address until it is confirmed).
- If you receive a reply, you know it is a legitimate request from someone that has access to that specific address. You can now add the address to your mailing list.
- If you receive no reply within a reasonable time period, don't add the address to your list.
While it may be OK to send a single message to your whole family, you might want to check first.
- Not everyone wants to receive your pictures of Uncle Joe at the birthday party, particularly if they are on a lower-speed connection — and definitely not all of them.
- Everyone knows someone in the family that loves to talk. The electronic version is even more annoying, since you can't simply leave.
“Opt-out” is Sneaky and Unethical
Marketing companies sometimes use the term “opt-out.”
“Opt-out” marketing, whether using pre-checked consent or adding users to your mailing list without their express permission, is unethical.
Opt-out is merely an attempt to sugar-coat spam. Shame on them!
It's simple: never do business with a spammer, whatever they call it.
Pre-checking Boxes = NO Choice
A number of very large (and not-so-large) companies use pre-checked boxes beside statements like,
I would like to be notified about product updates and information of interest from our partners.
Why do this?
This practice resulted in an astounding 80% “assent” rate (compared an average of 0.1% response rate in traditional direct mail).
This isn't Consent
People were not giving their consent. They were viewing the content they came to see, not exploring other permissions.
Companies were forcing people to uncheck these boxes (calling it opt-out) in order not to have their name added to a mailing list or contact information sold to other companies.
Their “partners” could be anyone they can sell your personal information to. Some companies are more ethical than others, but they've still taken that choice away from you.
Pre-Checking Boxes is Unethical (and Now Illegal in Canada)
This is an unethical “assumed-close” sales technique.
By pre-checking the boxes they forced the user to take action to not register.
This is a shady practice, equivalent of companies that send products to you without your consent then billing you. The assumption that you could send the products back is inadequate.
Most North American jurisdictions give protection to the consumer — usually in the form of being able to keep the unordered merchandise without making any payment and a “cooling off” period for door-to-door sales. Why should an electronic version be any different?
Never purchase a list of email addresses from anyone. Rather than bring you success, this is likely to get you listed as someone with shady business practices.
Why do those marketing these lists usually forge other people's addresses (rather than using their own) when making their unsolicited sales pitch to you if these lists are legitimate?
Spammers are Cowards
Simply because they only want to deal with the gullible respondents — those clicking on the links in the spam email.
They'd rather that the real owners of the addresses suffer the high volume of complaints.
- They only deal with the click-throughs to the website linked in the message.
- The collateral damage was left the owners of the stolen email addresses.
Spammers are cowards. Is this the reputation you want your organization to have?
Hiding Behind False Links
Spammers and scammers often mask the actual destination of clickable links within their messages by making it appear to go to a legitimate address, when in fact it goes to a redirected address.
How can you tell? When hovering over the links in a message, look in the status bar to see the actual destination of the link. It is easy to mask the actual destination so that a link that appears to be "from your bank" actual takes you somewhere dangerous.
Even so, I strongly urge you NOT to follow these links. Remember, these sites are built to steal from you: your passwords, your identity and your hard-earned money.
Beware of Phishing & Identity Theft
Legitimate companies don't warn you by email that your account is suspended. Financial institutions and ISPs are often the target of these attacks but it can be any company where you have an account.
- Such messages are an attempt to gain access to your account by requesting your user name and password under false pretenses. The threat of account suspension is designed to get you to panic and ignore common sense.
- This is called phishing and leads to identity theft.
- While you're entering your login information into the fake site, the thief is logging into your real account.
Never follow a link contained in such an email. Your safest option is to delete the message.
If you must contact the company concerned, type an address you've obtained from a reliable source (e.g. an invoice or account statement) into the location bar of your browser or contact the company directly by phone (again from a reputable source).
Copyright — Who Owns the Content?
Freely Available but Not Free
The Internet has become a huge repository of information and it is important to understand that much of that information is freely available, but is not free.
My favorite way of explaining the concept of intellectual property to the illiterate tribesmen I encounter daily isOkay, imagine that all the sheet music in the world burned up in a huge bonfire, and then imagine that they threw on all the CDs. You can still hum the music, right? The music still exists, right? Well, that thing you can't touch, or buy, or break…that is what we own.— Why You Can't Use Music On Your Web Site
Copyright is Automatic
Copyright is the legal term used to convey ownership. In Canada, copyright is automatically awarded to your body of creative work at the time of creation.
Protect Your Creative Work
If you are creating works you might want to belong to a creator's organization like the Canadian Authors Association to learn more about copyright and other important issues.
Copyright and the Internet
The Internet, just like other mediums, depends upon copyright protection to ensure that content is safe. No matter how noble the intention, the Internet should never be separated from other jurisdictions in terms of copyright protection.
The Education System is NOT Exempt
Teachers tend to be among the worst offenders when it comes to abusing copyright.
Special interest groups have proposed that we should exempt the education system from having to respect copyright, particularly when it comes to information on the Internet. Essentially, they are proposing legalized theft.
Why Should Teachers, Janitors and Other Suppliers Be Exempt?
Their argument that “it is for our children” doesn't hold water.
Why don't they propose banning payments to teachers, janitors or other suppliers as well? Perhaps they place no value in the effort it takes to create intellectual property?
Copyright is Ownership
Copyright in its simplest terms is ownership.
All text and images you find on the Internet were created by someone and the copyright is retained by the owner unless there are express indications that either the text or the images or both are public domain.
It is usually best to assume that copyright exists unless you see explicit indications that it is not.
Verify Creative Commons Licenses
If you wish to share your own content, using a system such as Creative Commons, that is your prerogative and potentially provides a valuable asset to the community.
However, before you include other people's content on your site, be sure of their willingness to share that information.
- If permission isn't clearly indicated, assume that you DON'T have permission.
- Verify that you meet the criteria specified in any Creative Commons license present.
- Search to see that the information wasn't copied illegally from elsewhere.
Unowned Content Can't Be Given Away
If a site contains other people's content, they have no right to give it away. You'll need to obtain permission from the original owner(s) to use it.
If a search for the text or image shows up on a copyrighted site, don't use the content without meeting the original creator's guidelines for use. I most cases you'll need express written permission.
Unauthorized Use is Theft
Imagine someone else cashing your pay-cheque without your permission then spending your money for themselves. That is how copyright violation feels to the person whose copyrighted information is used with neither permission nor payment.
Obtaining More Information
These sites will give you a greater understanding of the issues and implications of copyright:
- TPP's copyright term extension isn't made for artists — it's made by and for big content companies.
- Understanding Copyright and Related Rights (2016 WIPO publication).
- EFF's Teaching Copyright curriculum was created to help [U.S.] teachers present the laws surrounding digital rights in a balanced way.
- 10 Big Myths about copyright explained.
- Copyright For The Webmaster by Matt Mickiewicz.
- Plagiarism Today discusses the issues of plagiarism, content theft and copyright issues.
- Copyright 101: The 10 Things to Know About Using Imagery.
Updated: October 18, 2016