In addition to using encryption tools, implementing and enforcing policies against suppression list abuse are important tools in a compliant marketer’s arsenal. One such example of setting guidelines and consequences for suppression list abuse comes from LashBack client PMA Media Group and their preferred partner OfferAlliance who have recently added a section to their Terms & Conditions agreement regarding suppression abuse which reads as follows:

11. Suppression Abuse
11.1 Any publisher found taking PMA Media Group’s suppression file, or that of PMA Media Group’s advertisers, will be fined $250 for each suppressed email address mailed to, will forfeit commissions, and/or have their publisher account deactivated.
Suppression abuse will not be tolerated.

We applaud PMA for taking the steps to vet affiliates and encouraging an environment of collaborative compliance between advertisers and publishers. Requiring affiliates to operate under a clear, written contract, monitoring sending behavior, rewarding performance and penalizing defectors are all integral steps marketers must take in order to prevent their suppression lists from being abused. By including stiff fines for suppression list abuse in their Terms, PMA is taking steps to proactively monitor and resolve issues in their email program. The FTC expressly mandates that mailers work to “monitor and resolve issues”, and PMA’s addition of terms is the right move for marketers and a fine example of what practicing collaborative compliance should include.

Click here to read Part One of Fighting Suppression List Abuse.