At the current economic scenario, information plays a vital role and organizations use this information in deep linking as a tool for promotional activity. It provides information of all kinds through deep links which are important and this often includes unwanted information too. Looking from the point of view of a consumer, the deep linking has positive as well as negative impact. The positive side of it is that it provides information and from the negative perspective, it often includes unnecessarily information upon which consumers are not interested. Many organizations use deep links and as a result there are lot of information and data which creates a block for the consumers. There should be certain guidelines for the use of the strategy of deep linking and also for protecting the consumers’ interest. Various laws have been established regarding the ethical issues in the usage of deep linking strategy.
In the segment of e-marketing, the value and practice of professionals lies in the process of deep linking. Each individual in e-marketing has to adhere to professional codes and at the same time also contribute to them. From the ethical point of view of a consumer the conflict arises and due to this, the governments across the world have initiated regulations for online conduct. Most of the organizations in the world are in favor that the internet should be left to the free operation of the market. But consumers do not feel so due to their privacy interference which rises to ethical issues and therefore the conflict has been on the ever increasing spree.
The regulations states that prior to the consent, the recipient of the e-mail has formerly notified the sender (organizations) that he/she consented at the commencement of the correspondence for receiving such e-mail for direct marketing intention (Email Marketing Solutions UK,