Norway's Posten offers ad filtering

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[Oslo, Norway] Norway's postal service, Posten, is offering customers and marketers a new "advertising filtering service."

"Our customers who do not want to receive advertising in the mail can have it removed, and there is no charge for this service," said Anne Mari Halsan, Posten's marketing director. Those interested "can fill out a form and tell us exactly the type of advertising they are interested in receiving, identifying the products and services they are open to getting offers and information from." For example, someone could approve ads for boating or ski gear, but not real estate or car ads.

Under Norwegian law, marketers need written permission from a household to send "enclosed mail" in stamped envelopes to a private address, but can send direct mail pieces not in a stamped envelope to anyone. Separately, Posten is sending questionnaires to all Norwegian homes asking for information on ad preferences for a database that marketers will be able to access for a fee.

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