{"id":148,"date":"2013-11-11T10:00:01","date_gmt":"2013-11-11T09:00:01","guid":{"rendered":"https:\/\/blog.acumbamail.com\/?p=148"},"modified":"2022-08-02T20:08:06","modified_gmt":"2022-08-02T18:08:06","slug":"leyes-email-marketing","status":"publish","type":"post","link":"https:\/\/acumbamail.com\/blog\/leyes-email-marketing\/","title":{"rendered":"Legislaci\u00f3n a considerar en una campa\u00f1a de email marketing"},"content":{"rendered":"<p>Cuando nos planteamos <a href=\"https:\/\/acumbamail.com\/email-marketing\/\">hacer una campa\u00f1a de email marketing<\/a>, y especialmente en Espa\u00f1a por sus restrictivas leyes, solemos tener muchas\u00a0dudas legales sobre el uso de bases de datos: \u00bfd\u00f3nde podemos conseguirlas? \u00bfse pueden comprar? \u00bfnecesitamos el consentimiento de los usuarios para enviarles informaci\u00f3n? \u00bfqu\u00e9 pasa si me denuncian por el uso inadecuado de datos de car\u00e1cter personal?<\/p>\n<h2>Leyes a tener en cuenta a la hora de hacer email marketing<\/h2>\n<p>Para <strong>evitar problemas legales ante una campa\u00f1a de email marketing<\/strong> lo mejor es estar bien informados sobre las leyes que pueden afectarnos: <em>Ley Org\u00e1nica de Protecci\u00f3n de Datos de Car\u00e1cter Personal<\/em> (<strong>LOPD<\/strong>) y <em>Ley de Servicios de la Sociedad de la Informaci\u00f3n y de Comercio Electr\u00f3nico<\/em> (<strong>LSSI<\/strong>).<\/p>\n<p>Adem\u00e1s, es muy importante que tengamos claro que la\u00a0<strong>AEPD<\/strong>\u00a0(<em>Agencia Espa\u00f1ola de Protecci\u00f3n de Datos<\/em>) es quien vela porque estas leyes se cumplan, encarg\u00e1ndose de proteger a los usuarios de abusos y el mal uso que se pueda hacer de sus datos de car\u00e1cter personal y de las comunicaciones electr\u00f3nicas que reciban. Ante cualquier problema el usuario puede comunicarse con esta agencia quien estudia los casos y dictamina las sanciones.<\/p>\n<h3>C\u00f3mo afecta la LOPD al email marketing<\/h3>\n<p>Esta ley obliga a las empresas a proteger los datos personales de los usuarios del uso fraudulento de los mismos, es decir, que por ejemplo se vendan esos datos o que no los tenga debidamente protegidos pudiendo otras personas acceder a ellos.<\/p>\n<p>En este sentido, desde el mismo momento en el que tenemos una base de datos personales (nombre, email, etc.) estamos obligados a comunicar a la AEPD que poseemos estos datos, especificando de qu\u00e9 tipo son, qui\u00e9n los manejar\u00e1 y bajo qu\u00e9 medidas de seguridad se salvaguardar\u00e1n.<\/p>\n<p>La LOPD contempla claramente la posibilidad de utilizar\u00a0<strong>plataformas de email marketing\u00a0<\/strong>en las que se alojen dichos datos, siempre y cuando \u00e9stas tengan un correcto nivel de protecci\u00f3n de datos en sus servidores, como es el caso de nuestra plataforma <a title=\"email marketing\" href=\"https:\/\/acumbamail.com\/register\/?utm_source=blogacumba&amp;utm_medium=header&amp;utm_campaign=blog\" target=\"_blank\" rel=\"noopener noreferrer nofollow\">Acumbamail<\/a>. De este modo, en las condiciones de contrataci\u00f3n del servicio de email marketing quedar\u00e1 estipulado que la plataforma ser\u00e1 el Encargado del Tratamiento de Datos pues ser\u00e1 quien los almacene y gestione.<\/p>\n<h3>C\u00f3mo afecta la LSSI al email marketing<\/h3>\n<p>Esta ley regula las comunicaciones electr\u00f3nicas, como por ejemplo los <strong>emails<\/strong>, para evitar abusos y proteger a los usuarios.<\/p>\n<p>Lo m\u00e1s importante en esta ley es <strong>obtener el permiso por parte del usuario<\/strong> para enviarle la comunicaci\u00f3n electr\u00f3nica pertinente. Es decir, comprar una base de datos no te da derecho a enviar e-mails a esas personas hasta que no te den expresamente su consentimiento.<\/p>\n<p>La excepci\u00f3n a esta ley es que si previamente hemos tenido relaci\u00f3n comercial con el usuario y el e-mail que vamos a enviar es referente a un producto o servicio similar al anteriormente comunicado y para el cual se ha dado el consentimiento de env\u00edo, podremos enviar de nuevo e-mails.<\/p>\n<p>Por ejemplo, si tienes un restaurante y realizas un sorteo de una cena en el cual recabas datos personales de tus clientes, podr\u00e1s reutilizar esos datos para enviarles informaci\u00f3n y promociones de tu negocio.<\/p>\n<p>Pod\u00e9is ver m\u00e1s informaci\u00f3n sobre <strong>legislaci\u00f3n y email marketing<\/strong> en la web de la <a title=\"protecci\u00f3n de datos\" href=\"http:\/\/www.agpd.es\/portalwebAGPD\/jornadas\/dia_proteccion_2011\/responsable\/index-ides-idphp.php\" target=\"_blank\" rel=\"noopener noreferrer\">Agencia de Protecci\u00f3n de Datos<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cuando nos planteamos hacer una campa\u00f1a de email marketing, y especialmente en Espa\u00f1a por sus restrictivas leyes, solemos tener muchas\u00a0dudas legales sobre el uso de bases de datos: \u00bfd\u00f3nde podemos conseguirlas? \u00bfse pueden comprar? \u00bfnecesitamos el consentimiento de los usuarios para enviarles informaci\u00f3n? \u00bfqu\u00e9 pasa si me denuncian por el uso inadecuado de datos de [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":154,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1499],"tags":[],"class_list":["post-148","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-legislacion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - 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