[List-News] Spam Making Big Advertisers Doubt Email

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Tuesday, September 2, 2003

Spam Making Big Advertisers Doubt Email

NEW YORK -- Major U.S. companies are putting more money into 
online advertising but won't step up email advertising until they
see junk email under control, an Association of National
Advertisers official said last week.

"Our marketers are basically saying spam is killing (e-mail 
marketing)," ANA President Bob Liodice said. If spam can be 
controlled, he said in a Reuters news story today, more companies
will jump into it.

The ANA, which represents more than 300 U.S. companies, and the
American Association of Advertising Agencies have developed a 
nine-point proposal outlining ways to use email responsibly for
marketing products and services.

The proposal defines spam as "unsolicited, bulk, untargeted
commercial email." according to Reuters. It also said legitimate 
marketers should send messages with working email addresses that 
also clearly identify the brand, company or sender and include an 
opt-out option.

Advertisers, as opposed to direct marketers or other trade
groups, were slower to push for tougher laws and enforcement
against spam because they hoped new technology or laws would
solve the problem, Interactive Advertising Bureau President
Greg Stuart told Reuters.
 

- List-News Editorial Staff


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