Marketing group creates rules for sending e-mail.(Direct Marketing Association)(Brief Article)
Information Systems Auditor, June, 2002
The Direct Marketing Association (DMA) of the USA has published mandatory ground rules for its members who send marketing e-mails. This guidance is designed to help avoid a regulatory crackdown on the sending of commercial messages (legislation is before the US Senate) and is intended to draw a line between legitimate customer communications and unscrupulous unsolicited commercial e-mail, commonly referred to as spam.
The DMA states that "e-mail marketers" may send commercial solicitations on-line under certain circumstances:
* "if the solicitations are sent to the marketers' own customers";
* "if individuals have given their affirmative consent to the marketer to receive solicitations online";
* "if individuals did not opt out...
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