
According to out-law.com, a magazine exploring the legal side of e-commerce, the UK’s Advertising Standards Authority has ruled that you need to check for explicit consent before using a marketing list for an e-mail campaign, even if you believe in good faith that the list comprises only those who opted to receive marketing. The case, out-law.com says, will resonate among e-marketers who face a major consent problem when trying to exchange e-mail address lists. Hopefully for us end-users, it may make a decline in this absurd pseudo-opt-in spam that’s just as annoying as sleazy spam.