"Policymakers, driven by years of consumer complaints and negative stories in the media--particularly the latter--about sweepstakes and telemarketing abuses, took action in ways that have dramatically constricted those marketing tools," Wientzen said.
To help fend off similar restrictions on e-mail, marketers must make consumer protection policies ingrained in their corporate culture, Wientzen said.
"We cannot--must not--forget we are in a new political environment," he said. "As you know, policymakers seem more inclined to take action in the privacy area. After all, politicians--in Washington and, importantly, the states, Republicans and Democrats as well--know that they're on to something that the public and press are very responsive to."