Marketers face spam restrictions

NEWS The Direct Marketing Association is to introduce anti-spam guidelines for it members in a move to curb the volume of unsolicited email they send to consumers. The DMA will recommend that its members refer to a 'do not contact list' - a list of consumers who have requested that their details are not shared with third parties, and who do wish to receive advertising via email. The DMA operates a similar list for the telemarketing industry. The guidelines also recommend that members include a physical address in email signatures. US privacy group Truste, is also taking anti-spam measures this week, with the introduction of a kite mark scheme. A digital kite mark will allow consumers to distinguish between legitimate business email and spam. However, both schemes rely on self-regulation, as members are not legally bound to comply with either group's recommendations.