International group proposes cyberspace marketing guidelines

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The International Chamber of Commerce proposed several guidelines for interactive advertising, including that providers of commercial content must always make their identity known. Users of interactive media must have the ability to decide whether to accept commercial messages, the Paris-based chamber said.

Another guideline suggested marketers respect rules or standards forbidding commercial use of online newsgroups or bulletin boards. This type of marketing recently came under fire at Federal Trade Commission hearings on online privacy. The Interactive Services Association and Direct Marketing Association issued their own set of guidelines there.

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