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How to Advertise Responsibly Using E-Mail and Newsgroups or - how NOT to $$$$$ MAKE ENEMIES FAST! $$$$$ (RFC3098)

IP.com Disclosure Number: IPCOM000005293D
Original Publication Date: 2001-Apr-01
Included in the Prior Art Database: 2001-Aug-21
Document File: 29 page(s) / 65K

Publishing Venue

Internet Society Requests For Comment (RFCs)

Related People

E. Gavin: AUTHOR [+3]

Abstract

This memo offers useful suggestions for responsible advertising techniques that can be used via the internet in an environment where the advertiser, recipients, and the Internet Community can coexist in a productive and mutually respectful fashion. Some measure of clarity will also be added to the definitions, dangers, and details inherent to Internet Marketing.

This text was extracted from a ASCII document.
This is the abbreviated version, containing approximately 5% of the total text.

Network Working Group T. Gavin Request for Comments: 3098 Nachman Hays Consulting FYI: 38 D. Eastlake 3rd Category: Informational Motorola S. Hambridge

Intel April 2001

How to Advertise Responsibly Using E-Mail and Newsgroups

or how NOT to MAKE ENEMIES FAST!

Status of this Memo

This memo provides information for the Internet community. It does not specify an Internet standard of any kind. Distribution of this memo is unlimited.

Copyright Notice

Copyright (C) The Internet Society (2001). All Rights Reserved.

Abstract

This memo offers useful suggestions for responsible advertising techniques that can be used via the internet in an environment where the advertiser, recipients, and the Internet Community can coexist in a productive and mutually respectful fashion. Some measure of clarity will also be added to the definitions, dangers, and details inherent to Internet Marketing.

Table of Contents

1. Introduction .............................................. 2 2. Image and Perception of the Advertiser..................... 4 3. Collateral Damage ......................................... 5 4. Caveat Mercator ........................................... 5 5. Targeting the Audience .................................... 7 6. Reaching the audience ..................................... 8 A. Dedicated website or web page ........................ 8 B. "Shared" Advertising website ......................... 9 C. Netnews and E-Mailing list group postings ............ 10

D. Compiled E-Mail Lists ................................ 11 7. Opt-In Mailing Lists ...................................... 12 A. Privacy ................................................ 13 B. Integrity .............................................. 13 C. Protection ............................................. 16

Gavin, et al. Informational [Page 1]

RFC 3098 Advertising Responsibly April 2001

8. Irresponsible Behavior .................................... 16 9. Responsible Behavior ...................................... 17 10. Security Considerations ................................... 19 Appendices .................................................... 20 A.1 The classic Pyramid .................................... 20 A.2 What about Ponzi? ...................................... 22 A.3 So all multi-levels are evil? .......................... 22

B.1 Why Web Privacy? ....................................... 23 References .................................................... 25 Authors' Addresses ............................................ 26 Acknowledgments and Significant Contributors ................. 27 Full Copyright Statement ...................................... 28

1. Introduction

The Internet is not a free resource. Access to and a presence on the 'Net comes at a cost to the participants, the service provider, and the recipients of those services made...