Fundraisers using email will be expected to avoid sending shocking or offensive images, or links to websites containing them, under new digital media guidelines published today.
The Institute of Fundraising has developed the Fundraising Through Electronic Media code to offer best practice rules and guidelines for internet and email fundraising, as well as new techniques such as text messaging, interactive television and WAP technology.
The code includes guidance on how to protect a charity's online brand, ethics, managing a website's content and ensuring it is accessible. Legal points on data protection and tax information are included.
Megan Pacey, director of policy and campaigns at the institute, said: "This code summarises the new media fundraising techniques that are available to charities, and the connected issues."
The institute has 24 codes of fundraising practice. The electronic media code supersedes the Internet Fundraising Code of 2001, which focused only on web techniques. It can be downloaded from the institute's website.