Feeds

ASA clamps down on spam

But will it stop the deluge?

  • alert
  • submit to reddit

Internet Security Threat Report 2014

Britain's ad Watchdog, the Advertising Standards Authority (ASA), has established tough new rules governing the use of email and text messages for marketing purposes.

Under revised codes of practice, introduced yesterday, "explicit consent" of consumers is required before marketing via email or text messages. Marketers may however "market their similar products to existing customers without explicit consent" providing recipients are given the opportunity to decline to receive further messages. Also marketing messages should be clearly identified as such.

Essentially the ASA is enforcing the opt-in approach to commercial advertising advocated by European Union policies passed last year.

The rules create a further avenue for UK users to object to spam messages. Complaints about spamming can now be investigated by the ASA for the first time.

Mirapoint, a producer of messaging appliances which incorporate anti-spam technology, welcomes ASA's revised guidelines, but questions their effectiveness. According to Mirapoint, spam volumes have doubled in the last three months, and much of this originates from overseas - and therefore beyond the reach of the ASA.

"The new ASA rules are an important step in tackling these disturbing increases, but email users shouldn't expect to see a huge impact on the volume of junk email they receive," said Jamie Cowper, EMEA channel manager at Mirapoint. "We estimate that 60 per cent of UK junk mail originates from outside the UK, primarily from the USA and Asia, and so does not fall under the ASA's jurisdiction."

A multi-pronged approach to tackling spam, through legislation, community action and anti-spam technology, is needed to fight the junk mail menace, Mirapoint argues. ®

External Links

The ASA's revised codes of practice [see sections 22.1 and 43.3]

Related Stories

IETF aims to can spam
Spammers break law with covert tracking
Where the heck is all this spam coming from?
Plaid up in arms as Commons spam filter bans Welsh
Messenger Pop-up Spam makes us sick
Europe bans spam

Providing a secure and efficient Helpdesk

More from The Register

next story
Bono apologises for iTunes album dump
Megalomania, generosity and FEAR of irrelevance drove group to Apple deal
Facebook, Apple: LADIES! Why not FREEZE your EGGS? It's on the company!
No biological clockwatching when you work in Silicon Valley
Doctor Who's Flatline: Cool monsters, yes, but utterly limp subplots
We know what the Doctor does, stop going on about it already
'Cowardly, venomous trolls' threatened with TWO-YEAR sentences for menacing posts
UK government: 'Taking a stand against a baying cyber-mob'
Happiness economics is bollocks. Oh, UK.gov just adopted it? Er ...
Opportunity doesn't knock; it costs us instead
Arab States make play for greater government control of the internet
Nerds told to get lost in last-minute power grab bid at UN meeting
Zippy one-liners, broken promises: Doctor Who on the Orient Express
Series finally hits stride, but Clara's U-turn is baffling
Don't bother telling people if you lose their data, say Euro bods
You read that right – with the proviso that it's encrypted
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Win a year’s supply of chocolate
There is no techie angle to this competition so we're not going to pretend there is, but everyone loves chocolate so who cares.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.