A group of email service companies have joined together to form the Responsible Electronic Communication Alliance. The new body will seek professional standards for messaging and e-commerce.
The sixteen founding members include Bigfoot Interactive, DoubleClick, Netcentives, 24/7 Media, Responsys, yesmail.com and the American List Council.
RECA intends to develop industry-wide guidelines protecting consumer privacy and the interests of ISPs. It will use as its basis the “fair information practices principles” endorsed by the Federal Trade Commission over the summer.
RECA will permit its members to email only those consumers who give permission.
News source: Advertising the Age - Interactive Daily