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To fight spam, as well as to avoid false allegations of
spamming, the common rules of direct electronic mailing have
emerged, which now may be considered part of business ethics. Many
internet service providers include such requirements in user agreements
or service provisioning rules. The most popular direct mailing programs
implement all of the following capabilities.
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Direct electronic mailing may start only after a
user subscribes to it by sending a request to a special email
address (or otherwise subscribes in an explicit manner).
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Each subscription must be confirmed, so that no one
can subscribe someone else’s address. The confirmation is done by
sending an email message containing a unique code to the user. To
confirm the reception of the message and give consent to be
subscribed, the user must reply to it or click the link contained in
the message.
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The subscriber has the right to unsubscribe at any
time. Provide an easy way to unsubscribe (by sending an email
message or clicking a link). Each email message must contain
instructions for unsubscribing.
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Save the evidence of each subscriber’s consent to
receive direct emails, so that you can show it in case of a
complaint.
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The list of subscribers’ email addresses must be
kept secret; it cannot be given to any third party or used for other
electronic mailing lists, to which the users did not subscribe.
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