IAR: DMA Delays E-mail Guidelines Again

The DMA has again delayed its email marketing guidelines from its subsidiary, the Association for Interactive Marketing. With so many delays, it appears as though the DMA is unable put a damper on one of the main tactics used by some of its most important members: sending unwanted, unrequested commercial messages to unsuspecting consumers.

Some in the industry say that the DMA is being obstructionist and out of step with reality. It may be they are stymied because it is impossible to craft anti-spam guidelines without cutting away the core of the DMA's email-oriented membership.