Amid the heightening e-privacy debate, sixteen e-mail service companies formed the Responsible Electronic Communication Alliance to call for professional standards regarding messaging and e-commerce. Leading the charge is President Christopher Wolf, an Internet attorney with law firm Proskauer Rose, and Executive Director Peter Arnold, former spokesman for the Internet Tax Fairness Coalition, which lobbied successfully in 1998 for the Internet Tax Freedom Act. Founding members of RECA
include American List Council, Bigfoot Interactive, DoubleClick, Netcentives, Responsys, 24/7 Media and yesmail.com. The organization hopes to push forward industrywide benchmarks that will respect consumer privacy as well as the needs of Internet service providers. RECA is developing guidelines--based on the "fair information practices principles'' endorsed by the Federal Trade Commission in July--that will permit its members to send e-mail messages only to those consumers who give permission.
Copyright September 2000, Crain Communications Inc.