DMA STATEMENT: FEDERAL TRADE COMMISSION S DO-NOT-E-MAIL LIST REPORT

Media Contacts: Louis Mastria 212.790.1529 Lmastria@the-dma.org

Jordan Cohen 212.790.1507 Jcohen@the-dma.org

NEW YORK, June 15, 2004 – The Federal Trade Commission (FTC) today released the results of its study on the feasibility of establishing a National Do Not E-mail Registry, which recommended against the implementation of such a program. The Direct Marketing Association (The DMA) commended the FTC for its thorough examination, its report, and its practical roadmap towards the development of e-mail authentication.

"We commend the Commission for its thorough examination and report on a proposed National Do Not E-mail Registry," said Jerry Cerasale, senior vice president, government affairs, The DMA.

The DMA said that it is currently reviewing the specifics of the report. The DMA is encouraged that the FTC is focused on the critical issue of authentication, and said that the Commission’s ongoing efforts are critical for self-regulation and regulation through the CAN-SPAM Act.

"Today’s FTC announcement reflects the widely held belief that a do-not-e-mail list would not be a do-not-spam list," said Cerasale. "Such a national registry could impede the development of e-commerce while doing absolutely nothing to reduce spam in consumers’ inboxes. In fact, Chairman Muris pointed out today that a registry would be ineffective against spam and even burdensome for consumers."

"It is imperative that there will be an authentication system in place so that consumers and regulators can determine who sent the e-mail and take appropriate action," said Cerasale.

"The DMA strongly supported the passage of the CAN-SPAM Act as a critical tool in the battle against spam," said Cerasale. "And through a contract with the National White Collar Crime Center, we are funding and supporting ‘Operation Slam Spam,’ an effort with the Federal Bureau of Investigation to bring criminal cases against some of the largest spam enterprises."

"The FTC efforts towards authentication will enhance enforcement initiatives," said Cerasale.
"We will work closely with the FTC and industry to develop appropriate authentication protocols."

"The DMA continues to believe that effectively fighting spam requires a multi-pronged effort, and in addition to vigorous law enforcement – civil actions under CAN-SPAM, industry self-regulation and technological advances will continue to play significant roles," said Cerasale. "We will continue to work with government officials and industry to develop appropriate marketplace solutions, such as e-mail sender authentication systems and others, to ensure that spam declines while legitimate e-commerce is allowed to prosper."

The DMA is the leading trade association for businesses interested in interactive and database marketing, with nearly 4,700 member companies from the United States and 53 other nations. Founded in 1917, its members include direct marketers from every business segment as well as the nonprofit and electronic marketing sectors. Included are catalogers, Internet retailers and service providers, financial services providers, book and magazine publishers, book and music clubs, retail stores, industrial manufacturers and a host of other vertical segments, including the service industries that support them. According to a DMA-commissioned economic-impact study, direct and interactive marketing sales in the United States are projected to have surpassed $1.7 trillion in 2003, including $133 billion in catalog sales and $41 billion in sales generated by the Internet. The DMA's Web site is www.the-dma.org, and its consumer Web site is www.shopthenet.org.

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