IAB releases ethical e-mail guidelines

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New York--The Interactive Advertising Bureau's six-week-old E-mail Committee on Tuesday announced a set of suggested guidelines for advertisers and list providers to ensure that they are conducting responsible e-mail marketing campaigns.

The so-called "Ethical E-mail Guarantee" asks list providers to make a number of assurances; for instance, it asks them to assure that all parties whose e-mail addresses appear on their lists have specifically agreed to receive third-party offers.

The guidelines also ask list providers and advertisers to honor all unsubscribe requests and to fully disclose the source of any e-mail address record delivered, including the exact method by which permission was obtained.

The IAB said if list providers violate any portion of the guidelines on a contracted mailing, they will be required to make a refund to the advertiser.

--Carol Krol

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