Spam Is Good or Bad: How to Tell Difference

The Direct Marketing Association (DMA) has released a quick-glance reference guide to assist marketers and consumers in interpreting the national anti-spam law, the Can Spam Act of 2003, which took effect January 1, 2004. The guide, titled "The Can Spam Act of 2003: What to Look For, What to Look Out For," graphically illustrates and compares commercial e-mail that is in compliance with the federal law with e-mail that is not. The guide can be viewed at www.the-dma.org/antispam/E-mail_Chart.pdf on DMA's Web site.

"The graphical representation of the Can Spam Act will help both marketers and consumers to discern the visible traits of spam that do not follow the new law," explains Patricia Faley Kachura, DMA's vice president of ethics and consumer affairs.

Adds H. Robert Wientzen, DMA's president and chief executive, "The Can Spam Act is an important victory for American e-mail users. But having a law in and of itself is not a cure-all. We need to build awareness about the new law, share responsibility for learning the law, and help the authorities build cases against the spam kingpins who are ruining e-mail for the rest of us." He says DMA, which serves businesses interested in interactive and database marketing, is encouraging its nearly 4,700 member companies, plus marketers, Internet and e-mail service providers, government agencies, consumers and consumer advocacy groups, and the press to use and promote the reference guide.