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A message sent to the reply-to address with a subject field in which the first characters are "unsub" (any preceding text
terminated by ":" will be ignored) must be honored by the UCE sender as an unsubscribe request for the e-mail address given
in the message's from header.
Unsubscribe requests must be honored immediately - no further messages can be sent.
The FTC will operate a Commercial Sender's database accessible by HTTP and SOAP listing all registrants and their UMCs. All
Commercial Senders that are the subject of legal action under, or convicted of violating, the NO SPAM Act will be listed as
such (this allows messages from non-compliant companies to be easily identified).
What's the value in this scheme? Consumers can easily opt out through simple, standard methods; bad players trying to bend
the rules can be easily identified; good players waste less effort and can streamline their marketing campaigns; and spam
filtering is improved by making illegal spam more easily identified.
What do you think? Tell me on Gibbsblog or at backspin@gibbs.com.
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