New Standards For The Internet
Several major online marketing companies have joined forces to set up a regulatory body to enforce codes of practice for the use of commercial email and to fight the proliferation of spam.
The E-mail marketing association (eMMa) plans to set up codes of practice that advertisers, advertising agencies and internet service suppliers will be urged to follow through the use of an eMMa kite mark that will be identified by consumers.
The charter will not be enforced by law but it is hoped to be followed in the same way that the Code of Advertising Practice enforces guidance on advertising and promotions.
Co-founder of eMMa and managing director of Email Vision, Chris Combemale, said: “The starting point for responsible email marketing is the eradication of unsolicited bulk emailing or spam. We will make appropriate representations to ensure the healthy growth of what is commonly recognised as the most powerful new force in marketing.”
The charter will lay down procurement guidelines concerning consumer permission and differentiates between opting in and opting out of receiving commercial email. It will clarify privacy and data protection requirements and will make recommendations regarding the content and format of commercial email.
It will also cover secure data processing, subject access and the valid use of viral marketing techniques. Guidelines aimed at providing media buyers and client marketers with booking and post delivery confirmations will also be drawn up.
The founding members of eMMa are 24/7 Media, All Response Media, Claritas Interactive, Consodata, digital Impact, DoubleClick, e2 communications europe, E-Mail Vision, Frontwire and Mailtrack.
Subscribers can access ten years of media news and analysis in the Archive