Groups form anti-spam alliance

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New York--The American Association of Advertising Agencies, the Association of National Advertisers and the Direct Marketing Association on Tuesday announced they have banded together in the fight against spam. The marketing trade associations collectively issued a set of guidelines for e-mail marketers, urging them to institute responsible e-mail marketing practices.

The nine guidelines include clearly identifying both sender and subject matter of e-mail, providing a valid return e-mail address and postal address of the sender and including or providing a Web link to the sender's privacy policy. "Today's landmark announcement reflects our shared belief that stamping out spam requires a multi-pronged approach," O. Burtch Drake, president-CEO at the 4As, said in a statement.

All the recommendations in the guideline are essentially the same as those detailed in the DMA's Best Practices document issued late last week, but the DMA said they are two separate documents.

--Carol Krol

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