DMA: FTC Seeks Progress on Authentication

Share this content:
NEW YORK -- Slow adoption of authentication standards by the e-mail industry once had some folks at the Federal Trade Commission worried.

As recently as six months ago, the Direct Marketing Association heard murmurs from FTC officials who were concerned that little was happening on the authentication front, said Jerry Cerasale, senior vice president of government affairs at the DMA, who spoke at yesterday's E-mail Authentication Implementation Summit 2005.

"They started to get very nervous that the industry was not picking up the ball and running with authentication," Cerasale said. "They're ecstatic that we're having this conference."

The DMA and FTC have put their support behind e-mail authentication as the best hope to combat spam and e-mail fraud. The DMA has opposed proposals for creating a national do-not-e-mail list, and the FTC has advised Congress against such a list.

Any solution to spam must be affordable to marketers to be effective, Cerasale said. If it's too expensive, it won't be adopted by the bulk of the industry.

Cerasale also addressed proposals by a few states to create children's do-not-e-mail lists. The FTC has come down against such lists because of the danger of a security breach. Currently, the DMA considers state anti-spam laws to be preempted by the CAN-SPAM Act, but that could be tested in court in the future, Cerasale said.

Scott Hovanyetz covers telemarketing, production and printing and direct response TV marketing for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above