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FTC Responds To DMA Request for Clarification on Joint Permission E-Mail Marketing
This announcement by the DMA attempts to shed light on the legal responsibilities involved in, effectively, list rental cases, where you buy an ad to be sent to someone else's list.
Especially interesting is the suggestion that advertisers are considered initiators of the commercial email, even if they're not sending it themselves. Which means they still have a responsibility to ensure that the emails sent by a third party to that third party's list fulfill legal criteria in terms of non-deceptive subject lines, opt-out instructions etc.
This announcement by the DMA attempts to shed light on the legal responsibilities involved in, effectively, list rental cases, where you buy an ad to be sent to someone else's list.
Especially interesting is the suggestion that advertisers are considered initiators of the commercial email, even if they're not sending it themselves. Which means they still have a responsibility to ensure that the emails sent by a third party to that third party's list fulfill legal criteria in terms of non-deceptive subject lines, opt-out instructions etc.
Permalink | March 11, 2005 |
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