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DMA to require e-mail authentication

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Atlanta—Among the Direct Marketing Association’s announcements at its annual confab here was that it has instituted a new policy that requires DMA members to authenticate their e-mail. President-CEO John Greco called it “a crucial step toward preventing e-mail fraud.”

E-mail authentication solutions currently in the market are Sender ID Framework, which is a combination of Microsoft Corp.’s proprietary authentication solution and Meng Wong’s Sender Policy Framework (SPF); and DomainKeys Identified Mail, a more advanced cryptographic solution that is a combination of Yahoo!’s DomainKeys and Cisco’s Identified Internet Mail.

Greco said the new DMA policy has been set independently of the major ISPs, which months ago began requiring senders to publish authentication records. Many e-mail marketing companies have also integrated authentication into their infrastructure on behalf of marketers.

Greco told a group of reporters gathered at a media briefing Tuesday night that the DMA will give members 60 to 90 days to comply with the new policy in order to retain their DMA membership.

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