FTC: Do-Not-E-Mail, No; Authentication, Yes

  |  June 15, 2004   |  Comments

The FTC recommends against a Do-Not-E-Mail registry as a solution to spam, saying anti-spam efforts should focus on e-mail authentication.

The Federal Trade Commission (FTC) Tuesday told Congress a national Do-Not-E-Mail registry won't reduce spam and might even make it worse. The FTC said anti-spam efforts should focus on email authentication instead.

To further that aim, the FTC will sponsor an authentication summit this fall, FTC Chairman Timothy Muris said Tuesday in a press conference at FTC headquarters in Washington, D.C.

Muris was reporting on a study done as a requirement of the federal CAN-SPAM Act, which became law in January. The act mandated that the FTC produce a report on a national do-not-spam list similar to the FTC's popular do-not-call registry.

"We learned that spammers would ignore the law," Muris said. "Even worse, they'd use the registry as a source of valid -- and spammable -- addresses. It would be virtually impossible to stop them."

According to the report, a national registry would fail to reduce the amount of spam consumers receive, might increase it, and could not be enforced effectively.

Instead, the FTC recommended that private industry, including ISPs, email marketers, email service providers (ESPs) and software companies, should work together to form a standard for email authentication that would prevent spammers from hiding their tracks and evading Internet service providers' anti-spam filters and law enforcement.

"This is good news," said Dave Lewis, co-chair of the E-Mail Service Provider Coalition (ESPC) vendor relations committee and VP of deliverability management for Digital Impact. "It validates what we have been saying relative to authentication being the critical first step in establishing accountability."

Efforts to provide email authentication are already being pursued by major ISPs Microsoft, America Online and Yahoo

AOL plans to have Sender Policy Framework (SPF) email authentication in place by the end of summer and has been testing the protocol.

Microsoft is in the process of integrating SPF with its Caller ID for E-Mail authentication protocol. Meanwhile, Yahoo has its own authentication proposal, DomainKeys, which uses encryption of digital signatures.

Susan Kuchinskas contributed to this report.

ClickZ Live New York Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.

ABOUT THE AUTHOR

Janis Mara

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

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.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Jobs

    • Front End Web Developer
      Front End Web Developer (Agora Financial) - BaltimoreAgora Financial, an independent financial publisher, has an immediate opening for a Front-End...
    • Senior Outside Sales
      Senior Outside Sales (RioSeo) - San Diego~~RioSEO is the leading provider of Local Search technology to multi-store retailers and brands. Our software...
    • Marketing Specialist
      Marketing Specialist (Eastern Kentucky University) - RichmondOffice of e-Campus Learning– Eastern Kentucky University Marketing Specialist...