Quantcast
Subscribe to magazine

E-Mail Marketers Target Spam

Industry accepts FTC's charge to self-enforce e-mail practices to avoid regulation.

Jennifer DiSabatino, Computerworld

  • 0 Yes
  • 0 No
A group of 15 companies has announced that they will form a coalition to design e-mail standards to limit spam.

Among the companies involved in the Responsible Electronic Communication Alliance (RECA) are online advertisers DoubleClick and 24/7 Media.

"RECA was formed to promote professional standards for online communication and marketing," RECA says in a statement.

The coalition is also working toward the adoption of industrywide messaging and e-commerce benchmarks designed to respect consumer privacy as well as the needs of Internet service providers.

In a few weeks the RECA expects to issue detailed principles based on those endorsed by the U.S. Federal Trade Commission this summer. The FTC pushed for companies to come up with self-regulatory measures also known as Fair Information Practices (see "FTC, Ad Firms Debate Privacy").

Main Marketers Join

The founding members of RECA include 24/7 Media, @Once, Acxiom Corporation, American List Council, Bigfoot Interactive, ClickAction, Digital Impact, DoubleClick, e-Dialog, EmailChannel, FloNetwork, Netcentives, Phase2Media, Responsys, and yesmail.com.

"There is legitimate concern among Internet users about the e-mail they're receiving," says Christopher Wolf, RECA president. "RECA is a conscientious attempt by our members to address that concern in a positive way."

"Only consumers who consent to receive e-mail will be sent messages from our members. Thus, consumers will have better control over the e-mail they receive," Wolf says.

Computerworld
For more enterprise computing news, visit Computerworld. Story copyright © 2007 Computerworld Inc. All rights reserved.

  • Recommend this story?
  • 0 Yes
    0 No

Print 65% more pages than with refilled inks. Trust Original HP Inks. Hit Print Reliably.

Featured APC Accessories For Your System
10% Off Entire Cart at Online Store

  • APC Back-UPS ES Safeguards your equipment from damaging surges and spikes that travel along your utility & data lines.
  • APC SurgeArrest Performance Highest level of protection for your professional computers, electronics and connected devices, as well as provides surge protection.

People who read this also read:

  • 2007 Microsoft Office Suites Comparison This paper compares and contrasts four suites of the 2007 Microsoft Office system: Microsoft Office Standard 2007, Microsoft Office Professional Plus 2007, Microsoft Office Enterprise 2007 and Microsoft Office Ultimate 2007. This paper is intended to help organizations understand the applications and capabilities offered, and to identify the suite that best fits their needs.
  • Windows Vista Migration: The Business Proposition It's not so much a matter of "if" but "when" for most organizations regarding migration to Windows Vista. Laying the groundwork now for this migration can yield higher ROI than waiting until later. This Computerworld Technology Briefing explains it all.

PC World's Marketplace