Is it illegal to advertise via spam?

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I know spam is illegal in the UK if you send it to people personally, so on a social network, you'd certainly be skating a fine line.
@ Davii: It doesn't matter what the law is in Canada, the laws of the country where the spam is received apply since it is the recipient that has to put up with the inconvenience created by it.
Edit: You're right, you wouldn't have anything happen to you in Canada for pro-gay material sent by you to Russia, but the Russian government would ban you from the country, and if you went there, you'd be fined and imprisoned. Similarly, if you send spam to UK residents via text messages, email, or in their inboxes on websites, then you can be fined by the UK government. Simples!