To fight spam, as well as to avoid false allegations of spamming, the common rules of direct electronic mailing have emerged, which now may be considered part of business ethics. Many internet service providers include such requirements in user agreements or service provisioning rules. The most popular direct mailing programs implement all of the following capabilities.

Direct electronic mailing may start only after a user subscribes to it by sending a request to a special email address (or otherwise subscribes in an explicit manner).

Each subscription must be confirmed, so that no one can subscribe someone else's address. The confirmation is done by sending an email message containing a unique code to the user. To confirm the reception of the message and give consent to be subscribed, the user must reply to it or click the link contained in the message.

The subscriber has the right to unsubscribe at any time. Provide an easy way to unsubscribe (by sending an email message or clicking a link). Each email message must contain instructions for unsubscribing.

Save the evidence of each subscriber's consent to receive direct emails, so that you can show it in case of a complaint.

The list of subscribers' email addresses must be kept secret; it cannot be given to any third party or used for other electronic mailing lists, to which the users did not subscribe.





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