DMA APPLAUDS FTC'S APPROVAL OF NEW RULE PROVISIONS UNDER CAN-SPAM ACT

Washington, DC, May 13, 2008 — Direct Marketing Association (DMA) President & CEO John A. Greco, Jr. praised the Federal Trade Commission (FTC) for its approval of four new rule provisions under the Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003, also known as the CAN-SPAM Act.  In particular, the Association applauded the Commission’s modification of the definition of “sender” to make it easier to determine which of multiple parties advertising in a single e-mail message is responsible for complying with the Act’s opt-out requirements.

“I want to commend the FTC for clarifying the provisions of the CAN-SPAM Act,” said Greco.   “The FTC’s clarification that allows multiple marketers within one email to designate a single sender for purposes of CAN-SPAM compliance presents a straightforward and practical solution that provides protections to consumers and is practical for business.”

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About Direct Marketing Association (DMA)

The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques.  DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process.  Founded in 1917, DMA today represents nearly 3,600 companies from dozens of vertical industries in the US and 50 other nations, including a majority of the Fortune 100 companies, as well as nonprofit organizations.

In 2007, marketers — commercial and nonprofit — spent $173.2 billion on direct marketing in the United States.  Measured against total US sales, these advertising expenditures generated approximately $2.025 trillion in incremental sales.  In 2007, direct marketing accounted for 10.2 percent of total US gross domestic product.  Also in 2007, there were 1.6 million direct marketing employees in the US.  Their collective sales efforts directly supported nearly 9.0 million other jobs, accounting for a total of 10.6 million US jobs.

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