Will Do-Not-Spam Hold Water?

by Curt Hall

Last week, the US Senate overwhelmingly voted for the creation of a do-not-spam registry. The bill is still only a proposal whose future is uncertain in the US House of Representatives, and it faces almost certain legal action by pro-marketing organizations. Still, its opponents say that, should the do-not-spam registry become law, it would be impractical to implement and would present significant challenges to almost any organization using e-mail as a form of marketing. In this week's Advisor, I discuss recent anti-spam legislation and consider how it will affect online marketing efforts.