Originally published October 15 2003
Direct marketing groups finally agree to email marketing fundamentals
by Mike Adams, the Health Ranger, NaturalNews Editor
To put this article in perspective, you have to remember that the DMA is the same organization that's been suing to halt the national do-not-call list, claiming that marketers should have the right to phone spam people any time they want. The public doesn't have the right to say no to unsolicited phone calls, the DMA seems to be saying.
The DMA also fought hard against anti-spam legislation, arguing for years that an opt-in approach wasn't necessary. Opt-out, they argued, was the way to go.
And with this news, they're basically saying that they've agreed with the rather obvious notion that email shouldn't be sent with forged headers or falsified return addresses.
This is basic stuff, folks. Hardly a leadership announcement. The DMA isn't pioneering anti-spam efforts. If anything, they're dragging their feet, grudgingly, into the 21st century.
Do you notice what's missing from the guidelines? Nowhere does it say that one company can't rent its entire email list to another company. Under these published DMA guidelines, firms can gather your emails with a subscription form and then resell them to anyone they want (violating your personal privacy), without crossing a single one of these rules.
Three leading advertising trade groups, including the Direct Marketing
Association, have agreed on guidelines for use of e-mail.
*Senders should include a valid return e-mail address and physical
address.
Firms should also use their company or brand names in their domain
address and throughout the message.
*E-mail lists should not be shared with third parties unless consumers
have been given notice and choice.
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