UPDATE: Discussing Monday's Senate hearing, California State Senator Dean Florez said if nonprofits can't get e-mail through AOL's system, "We're really going to be on the backs of AOL."
California State Senator Dean Florez hopes this week's hearings on AOL's CertifiedEmail plans resonate nationwide.
The senator expressed his desire to get the federal government and federal regulatory commissions involved in the issue during a conference call to discuss Monday's hearing before California's Senate Select Committee on E-Commerce, Wireless Technology and Consumer Driven Programming. The Democratic senator called the optional, paid certification AOL is offering through Goodmail "precedent-setting."
"How do we get them [federal players] engaged? We have a hearing like this," he continued. The senator referred to California as the "home of Silicon Valley," and therefore the ideal place to "start a dialogue." Florez represents California's 16th district, which encompasses Silicon Valley.
The senator expressed skepticism of the Goodmail system, worrying that it could prevent legitimate emails from non-profits from getting through to AOL users. He said the state plans to monitor AOL's email delivery. Specifically mentioning The United Farm Workers, Florez insisted that if non-profits or groups are unable to or cannot afford to participate in AOL's certification system, "We're really going to be on the backs of AOL .If one of those emails gets caught in something, we're going to convene real quick." Florez, who is running for reelection this year, has sponsored state legislation protecting farm laborers from pesticides and heat-related illness.
"We welcome the scrutiny," said AOL spokesperson Nicholas Graham, responding to the potential for California to monitor its email delivery. According to AOL's presentation at the hearing, the Goodmail certification adds a layer of authentication above the whitelist system to help curb the rising tide of phishing emails, which are considered a type of spam. The company also stressed in its presentation that in order to utilize the Goodmail service, "senders must meet stricter standards than bulk senders using AOL’s Whitelist services," and non-participation in the Goodmail system will not affect email delivery.
According to the senator's re-cap of Monday's hearing, committee members discussed other third-party email certification providers such as Habeas and Return Path, and questioned the value of using Goodmail's system. Committee members evidently also mulled the idea of the state of California serving as an email certifier itself if usage of paid third-party certification becomes more prevalent. "I would not discount the state being the certifier for email and IP addresses, etc.," stated Florez, adding that practical implementation of such a process would require further exploration.
The widespread furor over the plan started in earnest about a month ago when detractors protested AOL's certification program, calling it an email tax” and launching an online petition, DearAOL, that has since garnered over 41,000 signatures and the support of hundreds of organizations.
AOL is currently designing a certification program tailored to the needs of not-for-profits and advocacy groups, which it plans to offer for free to such organizations. According to Graham, AOL will announce details of the new pro-bono program in the next 30 days.
Both AOL and Yahoo in October 2005 announced relationships with Goodmail Systems. AOL is expected to launch the voluntary paid Goodmail certification offering soon, while Yahoo hasn't yet announced details of how it will implement the system.
Though asked to attend, Yahoo was not represented at the hearing. According to Yahoo spokesperson Karen Mahon, the company "declined to participate because it would have been premature for us." The publisher and email service provider has not yet launched its Goodmail certification offering, which it plans to start testing in a few months. During testing, Yahoo will limit Goodmail certification to transactional email messages, according to Mahon, who said Yahoo chose to use Goodmail to counteract phishing attempts.
According to Senator Florez, a transcript of Monday's hearing will be available in the next couple of weeks.
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
Hong Kong, May 5-6, 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
May 6, 2015
12:00pm ET/9:00am PT