THERE are new rules on Spam - not the Special American meat that used to be made into fritters, but the sort of annoying (and sometimes expensive) messages many of us receive by telephone or via our fax machines, computers and mobile phones.

The new rules, called the Privacy and Electronic Communications (EC Directive) Regulations, came into force on December 11, 2003.

The Information Commissioner (who used to be known as the Data Protection Commissioner) is responsible for enforcing the regulations which introduce two new rules about the right to privacy in respect of processing of personal data in the telecommunications sector.

Rule 1 applies to all marketing messages sent by electronic mail, regardless of who the recipient is, and states that the sender must not conceal their identify and must provide a valid address for opt-out requests.

Rule 2 applies only to unsolicited marketing messages sent by electronic mail to individual subscribers. It makes it clear that senders cannot send such messages unless they have the recipient's prior consent.

There are steps you can take yourself in relation to telephone calls and faxes. If you want to stop the telephone "Spam" getting to you, then as an individual telephone subscriber you can register your objection to receiving unsolicited marketing calls by registering your telephone number with the Telephone Preference Service - 020 7291 3320. Both individual and corporate subscribers can register their objection to receiving unsolicited direct marketing faxes by registering their number with the Fax Preference Service - 020 7291 3320.

So now, if you believe you have been affected by a contravention of the new regulations you can ask the Information Commissioner to investigate.

The commissioner has the discretion to deal with complaints about emails and text messages, faxes, automated calls and telesales.

For further information and advice about the Information Commissioner and the new regulations, contact City of York Council Trading Standards.

Trading standards officers can assist you with this and any other consumer matter including help with preventing the receipt of unsolicited mail.

Telephone 01904 551562 for advice or to make an appointment (the department is situated at 9 St Leonard's Place, York). You can also visit the website at

www.york.gov.uk/business/tradingstandards

Updated: 09:30 Thursday, February 05, 2004