Law firm McCann Fitzgerald features an article in their current "Legal Update" publication. In the article, Direct Marketing by Email: Data Protection Obligations, the firm says "those engaging in direct marketing by email should be aware of the increasing number of data protection obligations to which they are subject when doing so. Indeed, where the marketing crosses a frontier, the obligations may derive from Irish law and from foreign law. The costs of an oversight regarding the relevant Irish law can be significant: a criminal prosecution and a fine of 3,000 EUR per email, apart from the likely adverse publicity."
Source: the business of email