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October 30, 2004


Ben Ice


The DMA certainly has their PR machine cranked up. Today I received an email via ClickZ regarding a major shakeup in the DMA and its AIM division.
I'm not one to wait around hoping the DMA will effect changes in the way they do things. I have a hard time believing they'll do more than proselytize their positions in hopes of increasing their membership and mollifying marketers like myself who they left standing in the cold with the CAN-SPAM laws.
CAN-SPAM has no teeth. There aren't enough resources available to enforce the laws, and the only people abiding by it are the legitimate marketers. I realize this is old news, but it bears repeating, over and over and over again until the DMA and FTC do something to change it. The one good that came of CAN-SPAM was the immediate halt of a state by state spam initiative process which would have completely paralyzed and polarized the industry. We'd literally be left with almost no legitimate email marketing, while the EMarketing Research Groups of the world would continue to pound away at our inboxes with mortgage loan, body part enhancement and "little blue pill" ads.
I spoke to an associate of mine in the list management business. Advertisers are running away in droves because of the complexities and vagaries of CAN-SPAM. Re-orging and PR'ing is great, but it is time the DMA and AIM stood up and did something useful and tangible.
Needless to say I won't be holding my breath.

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