Marketers have been very creative in providing products that American consumers want through the traditional media of mail, telephone, and direct advertising. The DMA, wants to keep the new option of electronic communication open, not eliminate it by government regulation, either domestically and internationally. We also believe that there are market forces that discourage legitimate companies from engaging in mass unsolicited e-mailing. The direct marketing field is very customer-oriented, and legitimate companies must provide good customer service, not anger their customers. Legitimate marketers are interested in a long-term business relationship with customers, and a means of communications which angers them is not financially viable.
Direct marketing is a growing business which meets the needs of time-pressed consumers.
We're all familiar with this astonishing growth, and measure of marketplace acceptance. Direct marketing is also growing rapidly internationally. American companies can export products without the need to build any infrastructure in foreign countries. All that is needed are a means to solicit orders, accept orders, and deliver the product. Any attempt to regulate electronic commerce must be tempered by consideration for its vast potential for commercial growth, convenience to customers, and new jobs created.