By DITA DE BONI
The new code of practice for direct marketing in New Zealand does not go far enough to prevent e-mail spamming, says an internet specialist.
Bruce Simpson, publisher of online magazine Aardvark and a vehement anti-spammer, says the code as it stands will not protect consumers from spam because
it does not require direct marketers to use a "double opt-in" mechanism.
Spam is the long-established term for unsolicited advertising messages sent out to many internet users.
In a double opt-in scenario, anyone who signs up to receive e-mail is contacted to confirm they are signing up to a list willingly before they begin to receive the marketing messages.
The new code, launched by Deputy Prime Minister Jim Anderton on Tuesday, does not require e-mail marketers to use the double opt-in system. It advocates the use of opt-in and opt-out mechanisms instead, whereby a name given to a marketer's list is considered to have been volunteered by the person receiving the communication.
But Mr Simpson says names can be given to lists by other people, without the consent of the eventual receiver. They can also be collected by third parties and automated computer programs known as web bots. The result is that people can start receiving information from companies they have not signed up to. The sheer numbers of companies employing web bots and third parties make opting out difficult, he says.
"A person can be subscribed to literally thousands of lists and it would be enormously difficult and time-consuming to unsubscribe to everyone of them," he says. "Double opt-in ensures people are better protected from spam, and there is no valid reason I can see for direct marketers not using it."
Keith Norris, of the Direct Marketing Association, says that, for the state of the market in New Zealand, double opt-in is a complete overkill. "Very few, other than a few propeller heads, think it's necessary."
Mr Norris says only three of his 253 e-mail messages received last week would be considered spam and all originated overseas.
"I've talked to literally dozens of people this week, and most of them don't even know what spam is - and I'm talking about intelligent, professional people."
