Consumers have enthusiastically endorsed the federal government's introduction of the list to combat unwanted phone calls from telemarketers; but unlike the phone system, email currently contains no mechanism for identifying the source of messages, according to the organization.
Group's Stephen Cobb, author of a recent book on privacy and e-mail, says 'bad actors' can easily lie about their identity and the content of their messages using current email technology. "Before we can enforce a do-not-spam list, we have to start certifying the identity of email senders and the assertions they make about their messages," he said. Cobb is with ePrivacy Group. "The technology to do this exists," he added. "But many companies have yet to implement it."
According to Vincent Schiavone, president and CEO of ePrivacy Group, the challenges facing a do-not-spam list include enabling Internet Service Providers and consumers to make reliable decisions about messages based on factors such as the type of message being sent, the sender's permission basis for the mailing, and the status of their participation in the do-not-spam program.
Noting that over 80 percent of respondents in a recent Insight Express poll were in favor of a program to prevent spam modeled on the do-not-call list, Schiavone says this level of support will pressure the government and companies to act. "There is little that consumers can do about spam in the near term," he added. "But there is a lot that companies could be doing." In particular, he cites the need to help consumers distinguish so-called 'scam spam' from official company messages.
"Companies that rely on consumer email need to act before more of these attacks occur, further undermining consumer confidence in email as a communication channel."
