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Summary
E-zines and Newsletters need to protect
their own reputations by protecting themselves from being mistaken for
spam by spam filters or human recipients.
Similarly, due to the influence they may
have on large recipient bases, Ezine and Newsletter Publishers are in a
strong position to assist the anti spam cause by demonstrating policies
and conduct which are beyond reproach, showing not just legal but more
importantly an ethical position in list management as an example to
others.
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| Ref # |
Principle or Proposed Principle
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| MLP001 |
Ezine & Mailing List Publishers
should ensure that the only email addresses on their mailing lists are
from people who have knowingly and willingly subscribed, via either a
confirmed-opt-in (sometimes referred to as 'double-opt-in') process or
a paid subscription process. |
| MLP002 |
Ezine & Mailing List Publishers
should ensure that every mail-out includes easy to follow instructions
by which subscribers may unsubscribe. Other than in the case of
time-expired paid subscriptions, a confirmed-(double)-unsubscribe
procedure is highly advised. |
| MLP003 |
Ezine & Mailing List Publishers, in
the case of "first leg replies" to both new subscriptions and
unsubscribe requests, should automatically supply the recipient of such
"first leg replies" with as much detail as practical of the server log
details of the origin of the subscribe/unsubscribe request, including
(but not limited to) the originating IP number, its rDNS, and the
timestamp details. |
| MLP004 |
Ezine & Mailing List Publishers
should maintain in a readily accessible and easy to find place on their
websites a detailed Privacy Policy, which (among other things)
guarantees that the email addresses and other personal details of
subscribers will never be used for any other purpose than that for
which the subscriber knowingly and willingly subscribed, and that the
email addresses and other personal details of subscribers will never be
sold, given, rented or in any way exchanged or traded with any other
party (except where sold as an integral component of the Ezine or
Mailing List Publisher's business as a going concern). |
| MLP005 |
Ezine & Mailing List Publishers
should ensure that, in the publishing of their e-zines or other
publications, the email addresses of contributors to discussions or
other such interactions are not publicly disclosed. Where the nature of
the publication is such that feedback "off-list" to contributors is
encouraged, Ezine & Mailing List Publishers should implement a
time-limited email redirection service, so that "off-list" feedback can
occur for a period of, for example, 30 days, without disclosing the
email address of the contributor. |
| MLP006 |
Ezine & Mailing List Publishers
should not include "web-bugs" or any other form of tracking device that
identifies which subscribers have opened the email. In like manner,
while the measurement of basic "click-through" rates on email links is
acceptable, measurement of them in such a way which specifically
identifies the subscriber should not be done - unless the subscriber is
clearly made aware immediately prior to each and every such click that
such tracking is taking place. |
| MLP007 |
Where an ezine or mailing list accepts paid
advertisements within it's publication, the publisher should conduct
"due diligence" on all intending advertisers to ensure, to the best of
their reasonable abilities, that:
- a) The advertiser does not have a known
history of spamming or other forms of net abuse; and
- b) The advertiser is promoting a
legitimate product or service, not in violation of the Terms of Service
of their own, or the Publication's own, service providers, and not of a
type which may reasonably be suspected of falling within a category
listed by the US Federal Trade Commission as a "Top Ten Dot Con".
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| MLP008 |
Ezine & Mailing List Publishers
should ensure that, in addition to abiding by these Principles of Best
Practice, they also comply with all Federal, State or Other anti spam
laws & statutes in their jurisdiction, as well as the
jurisdiction of the mailing server through which their publication is
sent. |
| MLP009 |
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| MLP010 |
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| MLP011 |
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| MLP012 |
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