California Spam Law: Trick or treat for marketers?

author: OTOi – Executive Team
With nearly 40% of all email as Spam, marketers are beginning torealize that there will be no single solution or “silver bullet” tothe problem. Industry will continue to use a combination oflegislative, regulatory, judicial, technology and user efforts tocombat the Spam problem.

To date, one of the primary issues for marketers has beenstaying on top of the changing legal landscape of anti-Spamefforts. There are 36 States with anti-Spam legislation (see http://www.spamlaws.com/state/index.html). Acouple of weeks ago, the US Senate passed SB 877 (“CAN-SPAM”) inits first ever step in addressing the Spam issue at the FederalLegislative level (see http://www.cauce.org/news/index.shtml foranalysis and a link to the bill).

This article focuses on the latest ant-spam measures,California’s legislation on current permission marketingpractices[1]. (To read the law click here.)