Working Group on Validating Commercial Email

Mandate:

This Working Group will:

• encourage and support Canadian marketers in adopting spam-free marketing techniques;



• promote the establishment of industry codes of practice that make it clear that spam has no legitimate role in Canadian e-commerce; and



• define and encourage adoption of a framework for establishing and implementing among Canadian marketers a commercial email authentication system.

Background:

There are now several candidate technologies and protocols available for blocking unwanted commercial email communications by facilitating the movement of certified, legitimate e-mail. Regardless of which candidate systems emerge as standards, implementation will require criteria by which legitimate and trusted commercial email is designated, and an agreed-upon approach to establishing and managing the authentication system, including a method of sharing system costs. There is also a recognized need for the adoption of a clear and rigorous code of practise among Canadian marketers that makes it clear that spam plays no legitimate role in the Canadian marketing mix.

Action Steps:

1. Encourage Canadian internet service providers and legitimate email marketers to adopt and implement a code of business practice which will ensure that Canadian internet marketers are seen as trusted senders who do not engage in spam marketing;



2. Encourage and support Canadian marketers in developing and implementing an email authentication system that ensures that movement of email by trusted senders;



3. Encourage and support Canadian marketers, industry partners and the Government of Canada, in playing an effective role in the global definition of, and implementation of, an email certification system for trusted senders.