THE DMA HAS submitted its case to the Government for an industry-regulated e-mail preference service that piggy-backs on a scheme operated by the DMA (USA). However, the US service, global in its scope, has failed to alleviate concerns over unsolicited e-mail, with American pressure group Junkbusters claiming that the scheme does little more than endorse unsolicited e-mails.

The DMA hopes the UK government will accept an opt-out rather than opt-in mechanic for its scheme which, although controlled from the UK, rides on the back of the US template. It offers registration free of charge both to consumers and businesses.