Trade Groups Unveil Guidelines for E-Mail

BOSTON Three industry trade groups on Tuesday jointly issued guidelines for the regulation of e-mail marketing.

The guidelines are designed to “defend and enhance the viability of legitimate e-mail marketing,” according to a statement from the American Association of Advertising Agencies, the Association of National Advertisers and the Direct Marketing Association.

“In addition to technological innovations and much-needed federal legislation, we are asking advertising agencies to abide by a stringent set of self-regulatory practices for legitimate, responsible and consumer-friendly businesses,” said O.