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<A
href="http://www.cnet.com/cgi-acc/clickthru.acc?clickid=0001fc56480a137a00000000&edition=cnet&adt=036:41:100&category=1:1002:1005:&site=CN&url=http%3A%2F%2Fdellapp%2Eus%2Edell%2Ecom%2Flandingstrip%2Fls%2Easp%3FCID%3D1223%26LID%3D13201%26DGC%3DBA%26DGStor%3DBSD%26DGSite%3DCNet%26DURL%3Dhttp%3A%2F%2Fwww%2Edell%2Ecom%2Fus%2Fen%2Fbsd%2Fdefault%2Ehtm%3FDGVCode%253DBA";
target=_top><BR
clear=all>Privacy seal to help identify spam<SPAN
class=a2>By Stefanie Olsen Staff
Writer, CNET News.comJanuary 30, 2002, 9:00 PM PT<A
href="http://news.com.com/2100-1023-826747.html";>http://news.com.com/2100-1023-826747.html
Privacy
seal group Truste on Thursday will announce the launch of a new service to help
police unsolicited commercial e-mail, or spam.
The nonprofit group has partnered with privacy consulting and technology
company ePrivacy Group to introduce a certification and seal program for
commercial e-mail, much like its Web site seal program. Under the new plan,
e-mail sent by volunteer "trusted sender-certified" companies will contain a
seal that signifies the message is compliant with Truste's privacy rules.
"Consumers consider spam as an intrusion on their privacy," Fran Maier,
Truste's executive director, said in a statement.
"Consumers will now have guideposts to allow them to easily verify the
legitimacy of e-mail messages, gain greater control over their inbox and turn to
a third party to resolve disputes," Maier said.
So far, companies including Microsoft, DoubleClick and Topica have agreed to
support the program.
The move comes as consumers grapple with an ever-increasing amount of spam to
their inboxes. By 2006, consumers are expected to receive an average of 1,400
pieces of junk e-mail to mailboxes every day, according to Internet researcher
Jupiter Media Metrix.
It also comes as marketers seek to draw lines around what defines spam vs.
legitimate commercial e-mail. Last week, the 5,000-member Direct Marketing
Association announced new mandatory guidelines that emphasized notice and choice
for ending e-mail sales pitches. The organization said that it hoped to
establish best practices for its members to help avert the need for federal
regulations surrounding commercial e-mail.
Under Truste's new program, participants can obtain an e-mail seal if they
comply with four criteria. The sender must adhere to Truste's fair information
practice principles and e-mail best practices, which include giving consumers
notice and choice about receiving e-mail solicitations. The subject line of the
e-mail must be accurate and the message text must always allow consumers to opt
out of further communications.
And if any of these criteria are overlooked, the sender is accountable to
Truste's dispute resolution program, in which consumers can complain about a
company's e-mail practices.
Truste will unveil the new seal program, called Trusted Sender, at the 2nd
Annual Privacy and Security Summit in Washington, D.C.
Other supporters of the program include ClickAction, the International
Association of Privacy Officers and the Association of Interactive Marketing.
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