A group of 15 companies forming a coalition with the intent of designing email standards to limit unsolicited email, or spam.
Among the companies involved in the Responsible Electronic Communication Alliance (RECA) are online advertisers DoubleClick and 24/7 Media, both in New York.
"RECA was formed to promote professional standards for online communication and marketing," the RECA says in a statement.
The coalition is also working toward the adoption of industrywide messaging and e-commerce benchmarks designed to respect consumer privacy as well as the needs of Internet service providers.
According to information at its Web site, in a few weeks the RECA will issue detailed principles based on those endorsed by the US Federal Trade Commission this summer. The FTC pushed for companies to come up with self-regulatory measures also know as the Fair Information Practices.
The founding members of RECA include: 24/7 Media, @Once, Acxiom, American List Council, Bigfoot Interactive, ClickAction(TM), Digital Impact, DoubleClick, e-Dialog, EmailChannel, FloNetwork, Netcentives, Phase2Media, Responsys, yesmail.com, a CMGI company.
"There is legitimate concern among Internet users about the email they're receiving," says RECA President Christopher Wolf in the statement. "RECA is a conscientious attempt by our members to address that concern in a positive way."
"Only consumers who consent to receive email will be sent messages from our members. Thus, consumers will have better control over the email they receive," Wolf says.