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Roy Schwedelson, CEO
of Worldata, Boca Raton, FL, is putting a call out to leaders in
the list industry to take action against some legislation in Congress
that may "completely destroy what and how we do things for a living."
It's H.R. 1685, the Internet Growth and Development Act, which concerns
unsolicited e-mails.
Schwedelson writes that
the legislation could allow any electronic mail service provider,
the largest of which is America Online, to stop any electronic mail
or advertising from entering its system. If you speak with Schwedelson,
you'll hear his concern because of the bill's potential to kill
e-mail marketing, including opt-in lists. While the U.S. Postal
Service has looked out for the mailing industry over the years,
this is a new arena where Congress is listening to powerhouse AOL.
"I can bet AOL's lawyers drafted this legislation," Schwedelson
said. "There are too many things that are too self-serving."
While just about everyone
agrees that spam is bad, H.R. 1685 takes it too far.
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It may be targeting spam,
but it will invade other areas, said Schwedelson and Jerry Cerasale,
senior vice president of government relations at the Direct Marketing
Association. What it boils down to is prior relationships, which
AOL and the other service providers already have with their customers,
and a request to get information specifically. If this legislation
passes as is, the service providers will be your only way to reach
consumers. Cerasale said the DMA is lobbying to have the bill amended.
"It's only a few words that need changed," he said. "Even the people
who are vehemently anti-spam are pro opt-in."
Though Schwedelson and
Cerasale aren't sure what chance this bill has of becoming law,
think about it: Who wouldn't vote in favor of an anti-spam bill?
Surely not any legislator who's up for re-election anytime soon.
What people in the list industry need to do is get involved: Talk
to the DMA and contact your legislators. As Schwedelson said, "The
whole list industry has to wake up."
Tad Clarke,
Executive Editor
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