Proposed CAN-SPAM Changes Worry DMA

Share this article:
The Direct Marketing Association urged members last week to submit comments to the Federal Trade Commission regarding proposed changes to the CAN-SPAM Act, citing concerns about how some of the changes would affect commercial e-mail.


DMA members are worried about a proposal to shorten the deadline for complying with consumer opt-out requests from 10 days to three, the DMA said. Members have stated that the shortened timeframe would be "unworkable," according to the association.


Another concern is a proposed change in the definition of the term "sender" as it is used in CAN-SPAM. The FTC wants to define the "sender" of an e-mail as any entity that determines the e-mail addresses to which an ad message is sent, is identified in the message's "From" line or controls the content of the message.


The changes aim to identify a single "sender" for each e-mail message for the purposes of enforcing the rule. DMA members are concerned about how this would apply when more than one business' products are advertised in a single e-mail, or when third parties are used to disseminate an e-mail, the DMA said.


The association asked members to send questions or comments about the proposed changes to Jerry Cerasale, DMA senior vice president for government affairs, at Jcerasale@the-dma.org. The DMA also asked members to submit specific examples of how the shortened deadline for opt-out request compliance won't work for companies using existing list-removal processes.


The DMA is crafting a joint industry response to the FTC on this issue, the DMA said. However, the organization is encouraging members to submit comments to the FTC individually as well. Comments to the FTC may be filed online at https://secure.commentworks.com/ftc-canspam/. The full text of the proposed changes can be found in PDF format at ftc.gov/os/2005/05/05canspamregformfrn.pdf.


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


Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.

Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Data Byte: Interactive Ad Revenues Exceeding TV for ...

At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.