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BestPrac.Org
Stop Spam : Best Practice in Email
Spam Prevention and Eradication
Principles of Best Practice -
Media Buyers & Online Advertisers:
Summary
Theoretically, spam will cease when all avenues for financial gain by spammers are eliminated. Spammers frequently sell advertising space in illegitimate email publications, or on websites that are 'spamvertised'. Accordingly, media buyers / advertisers become a source of financial gain by spammers. Due caution and research by advertisers and media buyers can ensure that only the honest email/web publisher receives your advertising dollars, and that spammers are denied any reward for their misdeeds.
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| Ref # |
Principle or Proposed Principle
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| MBY001 |
Media Buyers and others involved in the purchase of online advertising should conduct sufficient "due diligence" on all electronic media where advertising is being contemplated to assure themselves that that media has a firm anti-spam stance, including but not limited to the following:
- Privacy Statement, guaranteeing that any personal information (including email addresses) collected by the medium will never be sold, rented, exchanged or otherwise given or traded to any other party without the clear and express prior consent of the owner of that personal information (other than when sold as an integral component of the business when sold as a going concern);
- Terms of Service / Acceptable Use Policy (where appropriate) which prohibits users of any online service provided by the medium from engaging in any form of activity which constitutes spamming or other forms of network abuse, with termination and other sanctions and remedies applying without further warning;
- That the medium has no history of spamming, no history of breaching it's own Privacy Statement, and where evidence exists that services offered have been abused by customers, that the medium has enforced the sanctions operating under it's Terms of Service.
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| MBY002 |
In the case of advertising in email publications, Media Buyers should ensure (in addition to MBY001) that subscriptions to the electronic publication can only be made and have always only ever been made via either:
- confirmed-opt-in (sometimes referred to as 'double-opt-in') procedures; or
- paid subscription basis
and that all publications sent include clear, easy to follow procedures for unsubscribing.
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| MBY003 |
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| MBY004 |
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| MBY005 |
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| MBY006 |
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| MBY007 |
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| MBY008 |
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| MBY009 |
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| MBY010 |
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| MBY011 |
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| MBY012 |
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