FTC proposes CAN-SPAM changes; some already like them

The world has spoken, and the US Government could be listening (but I doubt it). The Federal Trade Commission has proposed several changes to CAN-SPAM, some of which is simple adminstrative malarkey, and all of which is subject to review, comment, and approval.

Some “unlikely” folks have already cast their votes.

ClickZ news is calling the proposed changes “fair”, which means 1) there isn’t much to the changes, and 2) changes aren’t going to affect email direct marketers all that much.

Among the alterations the FTC has on the table:

– Shortening the time an e-mail sender has to comply with an opt-out request from 10 to three days;

– Clarifying that it is illegal to require e-mail recipients wishing to opt out from marketing e-mails to pay a fee, provide information other than e-mail address and opt-out preferences, or take any action besides replying to an e-mail or visiting a Web site;

– Clarifying that P.O. boxes and private mailboxes meet the requirement for a “valid physical address” under the CAN-SPAM Act;

– Defining the term “sender” as used in CAN-SPAM to clarify which party associated with a marketing e-mail is responsible for compliance; and

– Defining the term “person,” which is used repeatedly in the language of the CAN-SPAM Act but not clearly defined.

I am not sure whether to be indifferent about the insignificance of the proposals, or worried that direct marketers don’t seem to mind them.

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