More NewsFTC to Congress: ‘ADV’ Label Won’t Work

FTC to Congress: 'ADV' Label Won't Work

The agency contends legitimate marketers will be harmed by mandatory subject line labeling.

The Federal Trade Commission (FTC) says legitimate marketers, and not unscrupulous players, will be harmed if the government requires unsolicited email to carry an ADV: label in the subject line.

The agency recommended against the adoption of such a requirement in a report to Congress last week, partly because it believes only legitimate marketers would comply — and therefore be blocked. The agency also said it doesn’t believe such a measure would work.

“Experience with subject line labeling in the states and in other countries does not support the notion that such measures are an effective means of reducing spam through more efficient sorting or filtering,” the commission said in its report.

The report fulfilled a requirement of the CAN-SPAM Act which required the FTC to study whether requiring ADV:, or some other designation, in the subject line would help stop spam.

The study concluded that spam filters currently available at ISPs function more precisely than mandatory subject line labeling. Commissioners also suggested that the government encourage the industry to pursue other alternatives, such as email authentication.

E-mail authentication has won widespread support from vendors who send mail on behalf of marketers. The E-Mail Service Providers Coalition (ESPC) recently made authentication mandatory for its members.

The report was submitted by a 4-1 majority of commissioners with Commissioner Jon Leibowitz dissenting. Liebowitz contended that a labeling requirement would be helpful as part of a multi-pronged anti-spam strategy and shouldn’t be ruled out.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts