24/7 Media Inc., FloNetworks Inc., Bigfoot Interactive, ClickAction Inc. and 12 other direct marketing companies have jointly formed The Responsible Electronic Communication Alliance (RECA). The organization will seek to create industry standards and best practices for e-mail marketing. ``There is a legitimate concern among Internet users about the e-mail they've been receiving. RECA is a conscientious attempt by our members to address that concern in a positive way,'' said Chris Wolf, president and an attorney with Proskauer Rose L.L.P. RECA's formation comes as Congress increasingly turns its focus to privacy issues. Many direct marketers contend that the industry needs to self-regulate and create standards before the government does so.