FTC Proposes 'Primary-Purpose' E-Mail Definitions

Share this content:
The Federal Trade Commission proposed criteria yesterday for defining what qualifies as commercial e-mail under the CAN-SPAM Act.


The act has numerous regulations for e-mail whose "primary purpose" is commercial activity. The FTC is required to devise rules to define criteria for determining this.


In a Federal Register notice to be published tomorrow, the FTC proposes three tests for determining what e-mail has a commercial primary purpose. First, messages that contain only content that advertises or promotes a product or service. Second, transactional messages would qualify if the subject line would lead a recipient to reasonably think it was an ad message, or the transactional content does not appear at or near the top of the message. Third, the FTC proposed that e-mails with commercial and non-transactional content would qualify if a recipient would reasonably conclude advertising is the purpose of the message.


The FTC originally requested comment March 11 on the primary-purpose rule. It subsequently extended the deadline for accepting comments after requests from five trade associations, including the Direct Marketing Association.


The FTC will accept comments on the proposed primary-purpose definitions online at http://secure.commentworks.com/ftc-canspam. Comments are accepted until Sept. 13.


close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

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