Network Working Group T. Gavin
Request for Comments: 3098 Nachman Hays Consulting
FYI: 38 D. Eastlake 3rd
Category: Informational Motorola
S. Hambridge
Intel
April 2001
Network Working Group T. Gavin
Request for Comments: 3098 Nachman Hays Consulting
FYI: 38 D. Eastlake 3rd
Category: Informational Motorola
S. Hambridge
Intel
April 2001
How to Advertise Responsibly Using E-Mail and Newsgroups or - how NOT to $$$$$ MAKE ENEMIES FAST! $$$$$
如何使用电子邮件和新闻组进行负责任的广告宣传，或者-如何不让敌人变得更快$$$$$
Status of this Memo
本备忘录的状况
This memo provides information for the Internet community. It does not specify an Internet standard of any kind. Distribution of this memo is unlimited.
本备忘录为互联网社区提供信息。它没有规定任何类型的互联网标准。本备忘录的分发不受限制。
Copyright Notice
版权公告
Copyright (C) The Internet Society (2001). All Rights Reserved.
版权所有（C）互联网协会（2001年）。版权所有。
Abstract
摘要
This memo offers useful suggestions for responsible advertising techniques that can be used via the internet in an environment where the advertiser, recipients, and the Internet Community can coexist in a productive and mutually respectful fashion. Some measure of clarity will also be added to the definitions, dangers, and details inherent to Internet Marketing.
本备忘录为负责任的广告技巧提供了有用的建议，这些技巧可以通过互联网在广告客户、收信人和互联网社区能够以高效和相互尊重的方式共存的环境中使用。互联网营销固有的定义、危险和细节也将增加一些清晰的衡量标准。
Table of Contents
目录
1. Introduction .............................................. 2
2. Image and Perception of the Advertiser..................... 4
3. Collateral Damage ......................................... 5
4. Caveat Mercator ........................................... 5
5. Targeting the Audience .................................... 7
6. Reaching the audience ..................................... 8
A. Dedicated website or web page ........................ 8
B. "Shared" Advertising website ......................... 9
C. Netnews and E-Mailing list group postings ............ 10
D. Compiled E-Mail Lists ................................ 11
7. Opt-In Mailing Lists ...................................... 12
A. Privacy ................................................ 13
B. Integrity .............................................. 13
C. Protection ............................................. 16
1. Introduction .............................................. 2
2. Image and Perception of the Advertiser..................... 4
3. Collateral Damage ......................................... 5
4. Caveat Mercator ........................................... 5
5. Targeting the Audience .................................... 7
6. Reaching the audience ..................................... 8
A. Dedicated website or web page ........................ 8
B. "Shared" Advertising website ......................... 9
C. Netnews and E-Mailing list group postings ............ 10
D. Compiled E-Mail Lists ................................ 11
7. Opt-In Mailing Lists ...................................... 12
A. Privacy ................................................ 13
B. Integrity .............................................. 13
C. Protection ............................................. 16
8. Irresponsible Behavior .................................... 16
9. Responsible Behavior ...................................... 17
10. Security Considerations ................................... 19
Appendices .................................................... 20
A.1 The classic Pyramid .................................... 20
A.2 What about Ponzi? ...................................... 22
A.3 So all multi-levels are evil? .......................... 22
B.1 Why Web Privacy? ....................................... 23
References .................................................... 25
Authors' Addresses ............................................ 26
Acknowledgments and Significant Contributors ................. 27
Full Copyright Statement ...................................... 28
8. Irresponsible Behavior .................................... 16
9. Responsible Behavior ...................................... 17
10. Security Considerations ................................... 19
Appendices .................................................... 20
A.1 The classic Pyramid .................................... 20
A.2 What about Ponzi? ...................................... 22
A.3 So all multi-levels are evil? .......................... 22
B.1 Why Web Privacy? ....................................... 23
References .................................................... 25
Authors' Addresses ............................................ 26
Acknowledgments and Significant Contributors ................. 27
Full Copyright Statement ...................................... 28
The Internet is not a free resource. Access to and a presence on the 'Net comes at a cost to the participants, the service provider, and the recipients of those services made available by the Internet. The more readily available internet has allowed users access to an unprecedented number of people. Due to the rapid growth and "mainstream" acceptance of the 'Net, new opportunities have been found for the distribution of information to the vast and ever-growing community of Internet users. There are groups and individuals who choose to use the 'Net for purposes for which it was not intended, thus defying the consensus among both the practitioners and the unwilling recipients. The aforementioned practice, of course, is the sending of Unsolicited Commercial and Bulk E-Mail messages, posts to Netnews groups, or other unsolicited electronic communication. This condition has caused an awakening on the part of the Internet community-at-large.
互联网不是免费的资源。访问“网络”和在“网络”上的存在对参与者、服务提供商和互联网提供的服务的接收者都是有代价的。更容易获得的互联网允许用户访问前所未有的人数。由于“网络”的迅速发展和“主流”接受，人们发现了向广大且不断增长的互联网用户群体传播信息的新机会。有一些团体和个人选择将“网络”用于其本意之外的目的，从而违背了从业者和不情愿的接受者之间的共识。当然，上述做法是发送未经请求的商业和批量电子邮件、向网络新闻组发送帖子或其他未经请求的电子通信。这种情况引起了整个互联网社区的觉醒。
There are stereotypes that must be broken before continuing. Not all persons who are new to the Internet are ignorant of the 'Net's history and evolution, or its proper and ethical uses. Nor are all experienced, long-term Netizens against the use of the Internet for advertising, marketing, or other business purposes. Where these two groups can find commonality is in their opposition to the use of the Internet in irresponsible ways. Some of these irresponsible uses include, but are not limited to, the sending of Unsolicited Bulk or Commercial E-Mail to mailing lists, individuals, or netnews groups. In the vernacular, this activity is called "spamming" (the sending of "spam" [1]). To understand why such activities are irresponsible, one must first understand the true cost and ramifications of such actions.
在继续之前，必须打破一些陈规定型观念。并非所有刚接触互联网的人都不知道“网络”的历史和演变，也不知道它的正当和合乎道德的用途。也不是所有有经验的长期网民都反对将互联网用于广告、营销或其他商业目的。这两个群体的共同之处在于他们反对以不负责任的方式使用互联网。其中一些不负责任的用途包括但不限于向邮件列表、个人或网络新闻组发送未经请求的批量或商业电子邮件。在当地，这种活动被称为“垃圾邮件”（发送“垃圾邮件”[1]）。要理解这些活动为什么是不负责任的，首先必须了解这些行动的真正成本和后果。
The protocols and architecture upon which the 'Net is built, which are recognized and adhered to as standards, provide for an openness and availability which foster and encourage easy communication.
网络所基于的协议和体系结构被视为标准并得到遵守，提供了一种开放性和可用性，从而促进和鼓励轻松通信。
These standards were developed at a time when there was no need to consider the concept of "rejecting" information. While those standards have evolved, they continue to emphasize open communication. As such, they do not associate costs or impact with the user-initiated activities which may occur. Because of this openness, persons can and do send large volumes of E-Mail, with little-to-no cost or financial impact for the volume of messages sent. Needless to say, this presents the attractive option (to those who would consider such activity) of multiplying the recipients of their marketing material, and presumably, increasing their success-rate. However, and to reiterate an earlier statement in this text, there is a cost to be incurred at some point in this communication relationship. In the case of E-Mail advertising, since the cost of operation does not increase on the part of the sender, it must therefore increase on the side of the recipient.
这些标准是在没有必要考虑“拒绝”信息的时候开发出来的。尽管这些标准不断发展，但它们仍然强调开放式沟通。因此，他们不会将成本或影响与可能发生的用户发起的活动相关联。由于这种开放性，人们可以而且确实发送大量电子邮件，而对发送的邮件量几乎没有成本或财务影响。毋庸置疑，这是一个有吸引力的选择（对于那些考虑这种活动的人），他们的营销材料的接受者倍增，并且可能增加他们的成功率。然而，为了重申本文前面的一句话，在这种沟通关系的某一点上会产生成本。就电子邮件广告而言，由于发件人的运营成本不会增加，因此收件人的运营成本必须增加。
And it does. Every recipient of every E-Mail message bears a cost, either direct (cost per message received, an incremental increase in connection charges) or indirect (higher service fees to recoup infrastructural costs associated with the additional 'Net traffic which such mass-mailings create). In addition, other resources, such as the disk space and time of the recipient, are consumed.
确实如此。每封电子邮件的每个收件人都要承担直接成本（收到每封邮件的成本，连接费的增量）或间接成本（更高的服务费，以补偿与此类群发邮件产生的额外“净流量”相关的基础设施成本）。此外，还会消耗其他资源，如收件人的磁盘空间和时间。
Because the recipients have no control over whether or not they will receive such messages, the aforementioned costs are realized involuntarily, and without consent. It is this condition (the absence of consent to bear the costs of receipt of a mass-distributed message) that has shaped the Internet Community's viewpoint - that the act of sending spam constitutes a willful theft of service, money, and/or resources. Those who choose to ignore the financial impact, and instead focus on the consumption of indirect resources, have been known to label spam "Internet Pollution".
由于接收者无法控制他们是否会收到此类消息，因此上述成本是非自愿且未经同意实现的。正是这种情况（没有同意承担接收大规模分发信息的费用）形成了互联网社区的观点——发送垃圾邮件的行为构成了对服务、金钱和/或资源的故意盗窃。那些选择忽视财务影响，转而关注间接资源消费的人，被称为垃圾邮件“互联网污染”。
The Internet provides a tremendous opportunity for businesses, both large and small. There is certainly money to be made using the 'Net as a resource. This paper recommends practices and ways to use the Internet in manners which are not parasitic; which will not, by their mere existence, engender predetermined opposition, litigation, or other negative conditions. This paper does not guarantee freedom from those, or other negative responses - rather, it provides the reader with a framework through which the marketer/advertiser and the 'Net community (and more importantly, the seller's target market) can coexist as well as possible.
互联网为大大小小的企业提供了巨大的机遇。当然，把“网络”作为一种资源是可以赚钱的。本文介绍了以非寄生方式使用互联网的实践和方法；这不会仅仅因为它们的存在而产生预先确定的反对、诉讼或其他负面条件。本文并不保证不受这些或其他负面反应的影响，而是为读者提供了一个框架，通过这个框架，营销者/广告商和“网络社区”（更重要的是，卖家的目标市场）可以尽可能共存。
While it may appear to be financially attractive to advertise via the use of Mass-Messaging ("spam"), as a responsible Internet user, ADVERTISERS SHOULD AVOID THIS OPTION. The possibility of income generation and market or business expansion are minuscule when compared to some of the risks:
作为一个负责任的互联网用户，通过使用大众信息（“垃圾邮件”）进行广告在经济上似乎很有吸引力，但广告商应该避免这种选择。与一些风险相比，创收和市场或业务扩张的可能性微乎其微：
- The alienation of the vast majority of the recipients of an advertising message [2][3]
- 绝大多数广告信息接收者的疏远[2][3]
- The damage or loss of credibility in the advertisers market [2]
- 广告商市场信誉的损害或损失[2]
- Loss in advertiser's and/or seller's Internet connectivity (most service providers have strict "zero tolerance" policies which prohibit the use of their systems for the sending of spam, or for encouraging or enabling such activities)
- 广告商和/或卖家的互联网连接损失（大多数服务提供商有严格的“零容忍”政策，禁止使用其系统发送垃圾邮件，或鼓励或支持此类活动）
- Civil and Criminal litigation. In the United States, (and progressively in other sovereign states), it has become accepted as fact that the theft-of-service associated with spamming often constitutes an unlawful use of private property and is actionable as trespass to chattels (a civil law term tantamount to "theft") in civil court [4][5][6][7] [8].
- 民事和刑事诉讼。在美国（以及逐渐在其他主权国家），与垃圾邮件相关的服务盗窃通常构成对私人财产的非法使用，并可作为侵犯动产（民法术语相当于“盗窃”）在民事法院提起诉讼[4][5][6][7][8]，这一事实已被接受。
It is a fundamental tenet to any Internet presence that a party will be responsible for their Internet "image", or the personae that they create. If an advertiser sells a product which is enjoyed by many, and the advertiser has not alienated, offended or angered a disproportionately larger number of uninterested recipients, that advertiser could be viewed as a hero. Conversely, an advertiser broadcasting their product to millions of uninterested parties, at the parties' cost, will earn the advertiser the moniker of "spammer", thief, or other less attractive names. The advertiser will be held responsible for those actions, and the effects those actions have in the marketplace, which is to say, the 'Net community.
这是任何互联网存在的基本原则，一方将对其互联网“形象”或其创造的人物负责。如果一个广告商销售的产品为许多人所喜爱，而广告商没有疏远、冒犯或激怒过绝大多数不感兴趣的接受者，那么该广告商可以被视为英雄。相反，一个广告商向数百万不感兴趣的人广播他们的产品，费用由当事人承担，将为广告商赢得“垃圾邮件发送者”、“小偷”或其他不太吸引人的名字的绰号。广告商将对这些行为以及这些行为在市场（也就是“网络社区”）中产生的影响负责。
"On the Internet, nobody knows you're a dog." [9] That was the caption to an illustration published in the 1990's. The message is clear - the Internet renders all parties anonymous. The methods used to sell products in the traditional sales channels - language, image, relationships, eye contact or body language - no longer apply when measuring an Internet sale. Reputation, reliability, honesty, trustworthiness, and integrity have taken the place of the more
“在互联网上，没有人知道你是一条狗。”[9]这是20世纪90年代出版的一幅插图的标题。信息是明确的——互联网使得所有各方都是匿名的。传统销售渠道中用于销售产品的方法——语言、形象、人际关系、眼神交流或肢体语言——在衡量互联网销售时不再适用。声誉、可靠性、诚实、可信和正直已经取代了更多
direct sales approaches that have been previously used. These are dictated by the rate at which both information and misinformation travel on the Internet. And, just as an Internet user cannot control what messages are sent to them, neither can the Internet marketer control the information that is disseminated about them, or their activities. Some information will circulate that is not accurate. Perhaps there will be cases where there will be information circulating which is downright incorrect. But, a successful market reputation, based on ethical behavior, will render the inevitable piece of misinformation meaningless. For an advertiser to exist responsibly on the Internet is for the advertiser and seller to take active responsibility for their actions.
以前使用过的直接销售方法。这取决于信息和错误信息在互联网上传播的速度。而且，正如互联网用户无法控制发送给他们的信息一样，互联网营销人员也无法控制关于他们的信息或他们的活动。一些不准确的信息会传播出去。也许会有一些情况下，会有信息传播，这是彻头彻尾的错误。但是，基于道德行为的成功市场声誉将使不可避免的错误信息变得毫无意义。对于一个广告商来说，在互联网上负责任地生存就是广告商和销售商对他们的行为承担积极的责任。
As this paper has pointed out, there is ample reason to expect that the sending of spam will result in a significant level of undesirable reactions, targeted at the advertiser and/or the seller. Death threats, litigation and retaliatory actions are commonplace. For these reasons, "spammers" (and in particular, those entities providing mass-mailing services for third-party businesses) will frequently take steps to ensure their anonymity. These actions take various forms, and have been known to include:
正如本文所指出的，有充分的理由预计发送垃圾邮件将导致针对广告客户和/或卖家的严重不良反应。死亡威胁、诉讼和报复行动司空见惯。出于这些原因，“垃圾邮件发送者”（特别是那些为第三方企业提供群发邮件服务的实体）将经常采取措施确保其匿名性。这些行动有多种形式，已知包括：
- Forging the sender name, domain name, or IP Address of the sender (called "spoofing")
- 伪造发件人名称、域名或IP地址（称为“欺骗”）
- Sending messages through any type of hardware, software or system which belongs to an uninvolved third-party (called "relaying")
- 通过属于非相关第三方的任何类型的硬件、软件或系统发送消息（称为“中继”）
Each of these activities, as well as numerous others, are criminal acts in many countries. It is unethical to use the resources of any other party without their express permission. To do so breaches the laws of numerous jurisdictions and international agreements - offenders have been successfully prosecuted in numerous jurisdictions.
在许多国家，这些活动以及其他许多活动都是犯罪行为。未经任何其他方的明确许可使用其资源是不道德的。这样做违反了许多司法管辖区的法律和国际协议——犯罪者已在许多司法管辖区被成功起诉。
"Let the Seller beware." Advertisers and Sellers can be held responsible for the appropriateness (or lack thereof) of the messages they send when applied to the recipients to whom the advertisements are sent. For this reason, all prospective advertisers must first be absolutely certain that the recipients of their advertising are appropriate. For example, sending an advertisement which contains a link to a website where content of an overt sexual nature is displayed can have many undesirable consequences:
“让卖家当心。”广告主和卖家可能会对他们发送的信息的适当性（或不适当性）负责，如果这些信息适用于广告发送的收件人。因此，所有潜在的广告商必须首先绝对确定其广告的接收者是合适的。例如，发送包含指向网站链接的广告，在该网站上显示公开的性内容可能会产生许多不良后果：
- In many countries, providing such material to under-age minors is a crime. As the provider of the link, the advertiser's position is tenuous.
- 在许多国家，向未成年未成年人提供此类材料是一种犯罪行为。作为链接的提供者，广告商的地位是脆弱的。
- In some countries, such material is a crime to view, possess, or distribute ("trafficking"). As the website owner or advertiser, a party engaging in such activities must consider the ramifications of international law.
- 在一些国家，查看、拥有或分发此类材料属于犯罪（“贩运”）。作为网站所有者或广告商，从事此类活动的一方必须考虑国际法的后果。
To prevent such risk, advertisers should qualify the recipients of their advertising. However, it must be noted that E-Mail addresses provide little useful information to that end. Remember, "On the Internet, nobody knows you're a dog." Advertisers will have no way to qualify a prospective recipient as an adult with complete discretionary and plenipotentiary authority. In other words, an advertisement targeting a high-income population in need of property investment opportunities may be sent to a group of school children. Or a dog.
为了防止这种风险，广告商应该让广告的接受者具备资格。然而，必须指出的是，电子邮件地址在这方面提供的有用信息很少。请记住，“在互联网上，没有人知道你是一只狗。”广告商将无法将潜在的接受者视为具有完全自由裁量权和全权授权的成年人。换句话说，针对需要房地产投资机会的高收入人群的广告可能会发送给一群在校儿童。或者一只狗。
How then, does the prospective advertiser/seller determine the quality of their leads? The essential requirement is that the advertiser "know" their audience.
那么，潜在的广告商/销售商如何确定其潜在客户的质量？基本要求是广告商“了解”他们的受众。
As with all sales leads, the ones which are developed and generated by the advertiser who will use them are of the most value. There is an inherent value to collecting the data first-hand; by collecting the data directly from the prospective recipient, the advertiser can accomplish two important goals:
与所有销售线索一样，由使用这些线索的广告商开发和生成的线索最有价值。收集第一手数据具有固有的价值；通过直接从潜在受众收集数据，广告客户可以实现两个重要目标：
- The advertiser ensures that the recipient is genuinely interested in receiving information. Thus, the advertiser can protect themselves from the negative impact of sending Unsolicited E-Mail ("spam").
- 广告商确保接收者对接收信息真正感兴趣。因此，广告客户可以保护自己免受发送未经请求的电子邮件（“垃圾邮件”）的负面影响。
- The advertiser maintains the ability to "pre-qualify" the lead. One interested lead is worth more, from a sales and marketing perspective, than millions of actively uninterested potential recipients.
- 广告商保持对潜在客户进行“资格预审”的能力。从销售和营销的角度来看，一个有兴趣的潜在客户比数百万积极不感兴趣的潜在接受者更有价值。
If an advertiser maintains an active website or uses other mass-marketing tools (such as direct-mail), and they are interested in pursuing Internet Advertising, the advertiser can add a mechanism to gather sales lead data in a relatively simple manner. From the perspective of Responsible Use, the only such mechanism to be discussed in this text will be the "Opt-In" concept, to be discussed in detail later in this document.
如果广告客户维护一个活跃的网站或使用其他大众营销工具（如直邮），并且他们对网络广告感兴趣，广告客户可以添加一种机制，以相对简单的方式收集销售线索数据。从负责任使用的角度来看，本文将讨论的唯一此类机制是“选择加入”概念，本文件稍后将详细讨论。
Regardless of the manner in which the information is gathered, there are certain steps which the advertiser must follow. The advertiser must inform the person that data is being collected. In addition, the reason why the information is being collected must be clearly stated. BE AWARE! There are jurisdictions which restrict the collection of Personal Data. The laws addressing collection and future handling of Personal Information will vary from place to place; advertisers must take steps to gain an understanding of those laws.
无论收集信息的方式如何，广告客户都必须遵循某些步骤。广告客户必须通知此人正在收集数据。此外，必须明确说明收集信息的原因。注意！有些司法管辖区限制收集个人数据。处理个人信息收集和未来处理的法律因地而异；广告商必须采取措施了解这些法律。
Prudence should be the advertiser's guide. If an advertiser is unsure as to the applicability or legality of an action, both in the jurisdiction of the advertiser as well as that of the recipients, the action must be avoided entirely. Advertisers would be well advised to realize that, if they engage in spamming, they will inevitably break the laws of some jurisdiction, somewhere.
谨慎应该是广告商的向导。如果广告客户不确定诉讼的适用性或合法性，无论是在广告客户的管辖范围内还是在收件人的管辖范围内，必须完全避免诉讼。广告商最好意识到，如果他们从事垃圾邮件，他们将不可避免地在某些地方违反某些司法管辖区的法律。
Advertisers have something to sell. It may be a product, service, or other tangible or intangible item. And, of course, the advertiser needs to get the word out to the market - quickly. After all, neither the seller or the advertiser are making sales and earning profits if nobody is buying the product. However, before advertisers can advertise the product, they must first determine to WHOM the product will be advertised.
广告商有东西要卖。它可以是产品、服务或其他有形或无形项目。当然，广告商需要迅速地把这个词推向市场。毕竟，如果没有人购买产品，无论是销售者还是广告商都无法实现销售和盈利。然而，在广告商为产品做广告之前，他们必须首先确定产品将向谁做广告。
There are considerations in determining the answer to that question. This text has already addressed how the sending of Unsolicited Commercial E-Mail ("spam") can generate a number of negative effects. In addition, numerous surveys cited herein show that the vast majority of publicly-available mailing lists and Netnews groups similarly abhor spam. The advertiser's first step should always be to determine which avenues are appropriate for advertising. Then, advertisers must determine which avenues are appropriate for EACH SPECIFIC ADVERTISEMENT. Advertisers are faced with the task of determining which Netnews groups accept ads, then of those, which groups are of a topic to which the proposed advertising is relevant. Similarly, the same work should be done for mailing lists. Advertisers should take some level of comfort in the fact that there *are* Netnews groups and mailing lists which welcome advertising - finding them is a worthwhile investment of the advertiser's time and resources.
在确定这个问题的答案时有一些考虑因素。本文已经讨论了发送未经请求的商业电子邮件（“垃圾邮件”）如何产生一些负面影响。此外，本文引用的大量调查表明，绝大多数公开的邮件列表和网络新闻组同样厌恶垃圾邮件。广告商的第一步应该始终是确定哪些渠道适合做广告。然后，广告商必须确定哪些渠道适合每个特定的广告。广告商面临的任务是确定哪些网络新闻组接受广告，然后确定其中哪些组与拟议广告相关。同样，对于邮件列表也应该做同样的工作。广告商应该从以下事实中得到某种程度的安慰：网络新闻组和邮件列表欢迎广告——找到它们是广告商值得投入的时间和资源。
For assistance in locating such advertising-friendly websites, mailing lists, and Netnews groups, advertisers can consult existing ethical and responsible Internet advertisers. Alternatively, any low- or no-cost research resource or search engine can be employed to
为了帮助定位此类广告友好网站、邮件列表和网络新闻组，广告商可以咨询现有的道德和负责任的互联网广告商。或者，可以利用任何低成本或无成本的研究资源或搜索引擎
find those groups and lists. BUT UNDER NO CIRCUMSTANCES SHOULD AN ADVERTISER PURCHASE A MAILING LIST AND START MAILING! There are other reasons which will be addressed further into this document, but to engage in such activity opens the advertiser to the liabilities and negative ramifications previously stated. Such negative conditions cause increased costs to the seller/advertiser, when the risks (loss of connectivity, defense against litigation, avoiding discovery, etc...) are factored into an advertiser's overall operation. In short, it is in the best interests of the seller and advertiser to ensure that the proper audience is targeted, prior to any further steps.
查找这些组和列表。但在任何情况下，广告客户都不应该购买邮件列表并开始邮寄！还有其他原因将在本文件中进一步说明，但从事此类活动会使广告客户承担上述责任和负面影响。当风险（失去连接性、诉讼抗辩、避免被发现等）被纳入广告商的整体运营时，此类不利条件会增加卖方/广告商的成本。简言之，在采取任何进一步措施之前，确保目标受众是合适的，这符合卖家和广告商的最大利益。
Once the prospective advertiser has determined a target market for a specific advertisement, a manner of advertising must be selected. While these are too numerous to mention, this document concerns itself only with those that apply to the ethical use of Internet resources. Of those, the pertinent ones to be examined (in order of desirability and effectiveness) are:
一旦潜在广告商确定了特定广告的目标市场，就必须选择一种广告方式。虽然这些内容太多，无法提及，但本文件仅涉及那些适用于互联网资源道德使用的内容。其中，需审查的相关文件（按可取性和有效性顺序）包括：
- A dedicated website or web page
- 专用网站或网页
- Advertisement placed on a "shared" advertising site (placing an advertisement on an established web-page which caters to people that indicate a potential for interest in (a) specific type(s) of product(s). Such advertisements can take the form of text, links,
- 放置在“共享”广告网站上的广告（将广告放置在已建立的网页上，以迎合对特定类型产品感兴趣的人）。此类广告可以采用文本、链接、，
"Click-Through Banners", or other.
“点击横幅”或其他。
- Netnews posting
- 网络新闻发布
- Targeted E-Mail messages
- 目标电子邮件
Note that any manner of blind broadcast (distribution-based) advertising which does not involve the targeting of the recipients is not considered responsible.
请注意，不涉及收件人目标的任何形式的盲播（基于分发）广告均不被视为负责。
Once the advertiser has determined the medium for reaching their target audience, there are key points to be considered, each being specific to the medium of advertisement:
一旦广告商确定了达到其目标受众的媒介，就需要考虑一些关键点，每一点都是针对广告媒介的：
A. Dedicated website or web page
A.专用网站或网页
Advertisers have the option of creating a dedicated website, or a page within another site for their advertisement. If, from a technical standpoint, an advertiser is unsure of the process for
广告商可以选择创建一个专门的网站，或在另一个网站内为其广告创建一个页面。如果从技术角度来看，广告客户不确定
creating such a website, there are numerous resources available to provide assistance. From no-cost avenues such as instructional websites; to low-cost resources such as books, videotapes or classes; to full-service businesses and consultants who can advise advertisers throughout the entire scope of the website/web page design, implementation and hosting process (or any part thereof), there is a solution available for every type of site and cost-structure.
创建这样一个网站，有许多资源可以提供帮助。来自教学网站等无成本渠道；低成本资源，如书籍、录像带或课程；对于能够在整个网站/网页设计、实施和托管过程（或其任何部分）范围内为广告商提供建议的全方位服务企业和顾问，有一个针对每种类型网站和成本结构的解决方案。
B. "Shared" Advertising website
B.“共享”广告网站
Advertisers have the option of placing their advertisements on a website operated by a third-party. For advertisers with an immediate need, such sites (also called "Electronic Malls", "E-Shops" or other names) have several advantages. In some cases, a shared site can be more cost-efficient than building a dedicated website. Many sites will target a specific market (refer to Section 5 of this document). By using existing resources, advertisers can avoid the cost and burden of owning their own site. Many websites will target a specific advertisement to a specific audience, thus providing much of the research for the prospective advertiser, and providing the advertiser the means with which to reach the most receptive audience. Additionally, advertisements from such advertising sites can be integrated into a larger context, such as supporting free e-mail services, Internet access, or news broadcasts. Such integration can lend a level of credibility to an advertising effort that might not exist otherwise.
广告商可以选择在第三方运营的网站上投放广告。对于有迫切需求的广告商来说，这类网站（也称为“电子商城”、“电子商店”或其他名称）有几个优势。在某些情况下，共享网站可能比构建专用网站更具成本效益。许多网站将针对特定市场（请参阅本文件第5节）。通过使用现有资源，广告商可以避免拥有自己网站的成本和负担。许多网站将特定的广告定位于特定的受众，从而为潜在的广告客户提供大量的研究，并为广告客户提供接触最容易接受的受众的手段。此外，来自此类广告站点的广告可以集成到更大的上下文中，例如支持免费电子邮件服务、互联网接入或新闻广播。这种整合可以为广告努力提供一定程度的可信度，否则可能不存在这种可信度。
Some notes on the use of any type of website for advertising:
关于使用任何类型的网站进行广告的一些注意事项：
Regardless of what method an advertiser chooses to use for for advertising on the Web, there are some specific caveats regarding customer interactions:
无论广告商选择使用何种方式在网络上进行广告，在客户互动方面都有一些具体的注意事项：
First, the advertiser must ensure that their contact information - name, phone, e-mail address - are all clear and available;
首先，广告客户必须确保他们的联系信息——姓名、电话、电子邮件地址——都是清晰可用的；
Second, advertisers should take care in creating forms which gather information about customers, as there is concern in the United States and other countries about gathering information from minors without parental consent. There is also concern about grabbing dynamic information via persistent state information, such as through the use of "cookies" or through data collection software resident on the user's computer without their knowledge.
第二，广告商在创建收集客户信息的表格时应注意，因为美国和其他国家担心未经父母同意从未成年人那里收集信息。人们还担心通过持久状态信息获取动态信息，例如通过使用“cookie”或在用户不知情的情况下通过驻留在用户计算机上的数据收集软件。
Information should only ever be gathered in a voluntary and informed fashion, as opposed to the use of cookies, forms, or other methods that may be available;
信息只能以自愿和知情的方式收集，而不是使用cookie、表格或其他可用的方法；
Third, if advertisers DO gather information about people and plan to use it for marketing in ANY way, advertisers must be VERY clear to specify their plans as people submit their information.
第三，如果广告商确实收集了人们的信息并计划以任何方式将其用于营销，那么广告商必须非常清楚地在人们提交信息时指定他们的计划。
C. Netnews and E-Mailing list group postings
C.网络新闻和电子邮件列表组发布
If an advertiser has selected newsgroups as a targeted medium, there are critical preliminary determinations to be made. The accepted presumption should be that a Netnews group will not welcome spam, although there are newsgroups which are advertising-friendly. However, the only way to determine whether a group welcomes a particular type or form of advertising is to either:
如果广告客户选择新闻组作为目标媒体，则需要做出关键的初步决定。公认的假设应该是，网络新闻组不会欢迎垃圾邮件，尽管有些新闻组对广告友好。但是，确定集团是否欢迎特定类型或形式的广告的唯一方法是：
- read the Frequently Asked Questions (FAQ) to determine what is specifically permitted or prohibited on that particular group.
- 阅读常见问题解答（FAQ）以确定该特定群体中具体允许或禁止的内容。
or
或
- ask the group by posting a message which briefly notes how you intend to advertise your product. Do not mention any product details in this message, merely ask if the group would object.
- 通过发布一条简短说明你打算如何为你的产品做广告的信息来询问小组。不要在这条消息中提及任何产品细节，只需询问团队是否会反对。
or
或
- if it is a "moderated" newsgroup, send an e-mail to the group's moderator. Many group moderators will have a specific preference for how to deal with advertising, through compilation, "digest" formats, or other.
- 如果它是一个“受审核”的新闻组，请向该组的审核人发送电子邮件。许多团体版主对如何通过编辑、“摘要”格式或其他方式处理广告有着特定的偏好。
It is a recommendation that prospective advertisers read the groups to which they choose to post for a period before posting. Generally, an extended period of reading the messages in the group will give the advertiser an indication as to how their advertisement will be viewed or accepted on the group in question.
这是一个建议，潜在的广告商阅读组，他们选择张贴前一段时间。一般来说，在阅读群中消息的较长时间内，广告客户将知道他们的广告将如何在相关群中被观看或接受。
However, this period of reading should not be used as a substitute for the suggestions above. Many groups will have specific instructions and/or requirements for posting
然而，这段时间的阅读不应取代上述建议。许多小组都有具体的说明和/或张贴要求
advertisements. Advertisers who fail to meet those requirements will be undertaking irresponsible behavior, and will be subject to the effects thereof.
广告。未能满足这些要求的广告商将承担不负责任的行为，并将受到其影响。
D. Compiled E-Mail Lists
D.汇编的电子邮件清单
It bears repeating at this point: Let the Seller Beware. The material discussed in Section 4 of this document is particularly relevant in the consideration of E-mail, and the use of compiled lists of e-mail addresses for advertising. Advertisers should understand that they bear the responsibility for ensuring the proper targeting of their recipients; the proper display of their or their seller's identities; and the use of resources or systems only with the express permission of the owners of those systems.
这一点值得重复：让卖家当心。本文件第4节中讨论的材料在考虑电子邮件以及使用汇编的电子邮件地址列表进行广告时特别相关。广告商应该明白，他们有责任确保正确的目标受众；正确显示其或其卖方的身份；以及仅在获得系统所有者明确许可的情况下使用资源或系统。
When faced with the task of collecting and compiling recipient information, one option that is frequently presented is that of pre-compiled mailing lists. Most often, these are advertised using the very method which is irresponsible, that of Unsolicited E-Mail. There are numerous reasons why these lists should not be used.
当面临收集和编辑收件人信息的任务时，经常出现的一种选择是预编译邮件列表。大多数情况下，这些广告都是使用不负责任的方法，即未经请求的电子邮件。不应使用这些列表的原因有很多。
Many suppliers create mailing lists from addresses which they have gathered in mildly to extremely unethical ways. Many of these list-makers rely on grabbing volumes of addresses without checking their legitimacy. In other words, they send out software robots to grab addresses they find in News or Mailing List archives which may be many years old! In addition, many list owners create addresses using a "dictionary", creating vast numbers of invalid addresses which are then sold to unsuspecting purchasers. People change jobs, change ISPs, and change everything about themselves over time; trusting a third party for a mailing list is just not wise.
许多供应商根据他们以温和到极不道德的方式收集的地址创建邮件列表。这些名单制作者中的许多人依靠获取大量地址而不检查其合法性。换句话说，他们发送软件机器人来抓取他们在新闻或邮件列表档案中找到的地址，这些档案可能已经有很多年了！此外，许多列表所有者使用“字典”创建地址，创建大量无效地址，然后卖给毫无戒心的购买者。随着时间的推移，人们换了工作，换了ISP，改变了自己的一切；相信第三方的邮件列表是不明智的。
It is known that some mailing list providers have created mailing lists from E-mail addresses of people who have asked to be REMOVED from their mailing lists. They then sell these lists to other advertisers who think they're getting a list of people who will welcome the unsolicited information.
众所周知，一些邮件列表提供商已根据要求从其邮件列表中删除的人的电子邮件地址创建了邮件列表。然后，他们将这些名单卖给其他广告商，这些广告商认为他们得到了欢迎这些未经请求的信息的人的名单。
Regardless of the source, however, advertisers and sellers bear the responsibility for maintenance of their lists. Purchasing a list from a third-party shifts the maintenance costs of that list onto the advertiser who uses it. Needless to say, this is only economical for mailing list vendor.
然而，无论来源如何，广告商和销售商都有责任维护他们的名单。从第三方购买一份清单会将该清单的维护成本转移到使用该清单的广告客户身上。不用说，这只对邮件列表供应商来说是经济的。
Given these conditions, all evidence points to the fact that the greatest level of control of an advertiser's own success and liability rests with the advertiser themselves. This being the case, advertisers are faced with the task of compiling their own lists of willing recipients of Advertising-related E-Mail messages. As discussed previously, those leads which are generated by the advertiser are the most likely to have an interest in the advertisement, so they are also the least likely to protest the receipt of such advertisements via E-Mail. It is this circumstance that makes the use of an "Opt-In" list (refer to Section 7 of this text) to be perhaps the most successful method of advertising distribution on the Internet.
鉴于这些情况，所有证据都表明，对广告客户自身成功和责任的最大程度控制权在于广告客户自己。在这种情况下，广告商面临着编制自己的广告相关电子邮件收件人名单的任务。如前所述，广告客户产生的潜在客户最有可能对广告感兴趣，因此他们也最不可能通过电子邮件抗议收到此类广告。正是在这种情况下，使用“选择加入”列表（参见本文第7节）可能是互联网上最成功的广告发布方法。
It must be noted here - for the same reasons that apply above, if an advertiser has compiled their own mailing list for their purposes, that list must NEVER be sold to another party. Just as it is considered unethical to purchase a third-party mailing list, it is equally so to be the provider of that list. Customers who wish to receive information about your product are not likely to respond favorably when contacted in an unsolicited fashion by your business associates; protect your reputation from the backlash of bad-faith that can occur in such cases.
这里必须注意的是——出于上述同样的原因，如果广告客户为了自己的目的编制了自己的邮件列表，则该列表不得出售给另一方。正如购买第三方邮件列表被认为是不道德的一样，作为该列表的提供者也是不道德的。当您的业务伙伴主动联系希望接收您产品信息的客户时，他们不太可能积极响应；保护您的声誉，避免在此类情况下可能发生的恶意反弹。
This document has laid out the basic facts of Internet Marketing; the advertiser bears the responsibility of their actions; there will always be recipients of that advertising who do not wish to receive it; there are reactions to every responsible and irresponsible act. Given these considerations, and taking into account the central message of this document; that Internet Advertising *can* be a successful venture for everyone involved; there remains a key tool for the Internet advertiser to harness. Opt-In mailing lists provide the prospective Internet advertiser with the control they need over the list of their prospective target audience (validity of e-mail address; applicability to the intended product; willingness to receive advertising via e-mail).
本文件阐述了互联网营销的基本事实；广告主对其行为承担责任；广告的接受者总是不希望收到广告；对每一个负责任和不负责任的行为都会有反应。考虑到这些因素，并考虑到本文件的中心信息；网络广告对每个参与的人来说都是一次成功的冒险；互联网广告商仍然需要利用一个关键工具。选择加入邮件列表为潜在互联网广告客户提供了他们对其潜在目标受众列表所需的控制（电子邮件地址的有效性；对预期产品的适用性；通过电子邮件接收广告的意愿）。
Opt-In mailing lists are consistently shown to be more effective in starting and maintaining customer relationships than any other type of Internet advertising; studies have shown Opt-In mailing to be Eighteen (18%) Percent more effective than Banner advertising [10], which has a response rate of only 0.65%. It is so successful because the recipients of those E-mailed advertisements made a specific effort to receive them, thus indicating their interest in receiving information about products which the recipient felt were of interest to themselves.
与任何其他类型的互联网广告相比，选择性加入邮件列表在启动和维护客户关系方面始终更为有效；研究表明，选择邮寄比横幅广告[10]有效18%，横幅广告的回复率仅为0.65%。它之所以如此成功，是因为这些电子邮件广告的接收者做出了特定的努力来接收它们，从而表明他们有兴趣接收关于接收者认为自己感兴趣的产品的信息。
Advertisers wishing to employ Opt-In mailing lists in their advertising can turn to several resources for assistance. If an advertiser operates their own website or web page, they already possess the most important facet, a web presence with which to invite participation in the Opt-In list. If the advertiser chooses to use a shared website for their product, they can also utilize an Opt-In data gathering mechanism. There are numerous forms and technologies that can be employed to build an Opt-In list - this document will not address them individually. Rather, the purpose of this section is to provide the advertiser with information which, when used, will help protect the advertiser, and make the advertising experience a successful one.
希望在广告中使用选择性加入邮件列表的广告商可以求助于多种资源。如果广告客户运营自己的网站或网页，那么他们已经拥有了最重要的一面，即邀请参与选择加入名单的网络存在。如果广告客户选择为其产品使用共享网站，他们还可以利用选择性加入数据收集机制。有许多形式和技术可用于构建选择加入列表-本文档将不单独讨论它们。相反，本节的目的是向广告客户提供信息，这些信息在使用时将有助于保护广告客户，并使广告体验成功。
A. Privacy
A.隐私
As stated previously, advertisers should take care in gathering information from Opt-In participants. First and foremost, the person providing the information must be aware that they are doing so. By taking these preliminary steps, an advertiser decreases the risk of having any messages interpreted as spam. If, in submitting information for any purpose, the advertiser intends to use the submitted or inferred data for any mailings, there should be clear language indicating so. Furthermore, persons submitting data must be given the choice to "Opt-Out"; that is, to choose to submit the data but NOT receive any advertisements. A safe course of action is for the advertiser to configure their data-gathering so "Opt-Out" is the default; that is, to ensure that any members of the list have made a concerted effort to get onto said list. In nearly all cases, merely having a "check-box" available with the caption
如前所述，广告商应注意从选择加入参与者处收集信息。首先，提供信息的人必须意识到他们正在这样做。通过采取这些初步步骤，广告客户可以降低将任何消息解读为垃圾邮件的风险。如果在出于任何目的提交信息时，广告客户打算将提交的或推断的数据用于任何邮件，则应使用明确的语言说明。此外，必须让提交数据的人选择“退出”；也就是说，选择提交数据但不接收任何广告。一个安全的做法是广告客户配置他们的数据收集，因此“选择退出”是默认设置；也就是说，确保名单上的任何成员都齐心协力地进入上述名单。在几乎所有的情况下，仅仅有一个带有标题的“复选框”
"Please send me E-Mail advertisements or announcements about your products."
“请通过电子邮件向我发送有关您产品的广告或公告。”
is sufficient.
这就足够了。
It is crucial that advertisers be aware that different jurisdictions deal with the collection of personal data differently - the burden of verification of these laws rests on the advertisers. For additional information on privacy, refer to Appendix B of this document.
广告商必须意识到，不同的司法管辖区对个人数据的收集有不同的处理方式——核实这些法律的责任在于广告商。有关隐私的更多信息，请参阅本文件附录B。
B. Integrity
B.诚信
When maintaining a list where names can be submitted via some type of public or semi-public resource, such as a website, advertisers should take steps to verify every subscription to
当维护一个名单，其中的名字可以通过某种类型的公共或半公共资源，如网站，提交时，广告商应采取措施，以验证每一个订阅
that list. There are key pieces of data that can be used to verify the integrity of a particular subscription request, but the only person who can attest to the genuineness of the actual act of subscribing is the owner of the E-Mail address which has been submitted.
那张单子。有一些关键数据可用于验证特定订阅请求的完整性，但唯一能够证明实际订阅行为真实性的人是已提交电子邮件地址的所有者。
To protect themselves from the risk of inadvertently spamming an unsuspecting recipient, advertisers should immediately confirm any submission. In doing so, advertisers can satisfy all requirements for responsible confirmation of a subscription request. In addition, if a person's E-Mail address has been submitted to a list without the knowledge or permission of the owner of that E-mail address, immediate notification of that, and the receipt of supporting data, enables the owner of that account to act accordingly to protect their account from future wrongdoing.
为了保护自己免受无意中向毫无戒心的收件人发送垃圾邮件的风险，广告商应立即确认任何提交。这样，广告商就可以满足对订阅请求进行负责任确认的所有要求。此外，如果一个人的电子邮件地址在该电子邮件地址的所有者不知道或未经其许可的情况下被提交到列表中，则立即通知该电子邮件地址，并收到支持数据，使该帐户的所有者能够相应地采取行动，保护其帐户不受未来不法行为的影响。
When generating confirmations, the following information must be provided to the subscriber:
生成确认书时，必须向订户提供以下信息：
- the E-Mail address subscribed
- 已订阅的电子邮件地址
- the manner in which it was subscribed (website or mailing list address)
- 订阅方式（网站或邮件列表地址）
- the Date and Time of the subscription request (via NTP, for uniformity in future reference)
- 订阅请求的日期和时间（通过NTP，以供将来参考）
- the IP Address of the host which submitted the request
- 提交请求的主机的IP地址
- the full headers of the subscription request (where applicable, such as mailing lists)
- 订阅请求的完整标题（如适用，如邮件列表）
- the Name, website address, and contact E-Mail address of the advertiser
- 广告客户的名称、网站地址和联系电子邮件地址
- instructions to the recipient as to how to permanently remove themselves from the list
- 关于如何从列表中永久删除收件人的说明
In addition, a well-represented business will make an effort to communicate this material in a way which the average recipient can understand and relate to, such as the following example [11]:
此外，具有良好代表性的企业将努力以普通接收者能够理解和关联的方式传达这些材料，如以下示例[11]：
- - - - - - C O N F I R M A T I O N - - - - - - - - - - - -
- - - - - - C O N F I R M A T I O N - - - - - - - - - - - -
Thank you for your interest in Widget Sales!
感谢您对Widget销售的兴趣！
This is confirmation of your subscription request for the Widget Sales E-mail list.
这是对小部件销售电子邮件列表订阅请求的确认。
You are currently subscribed with this address:
您当前已订阅此地址：
foo@bar.example
foo@bar.example
Your request was received via our website at
我们的网站已收到您的请求，网址为
http://www.example.com/input.html
http://www.example.com/input.html
If you did not submit this request, someone may have submitted it for you, or may be pretending to be you.
如果您没有提交此请求，则可能有人为您提交了此请求，或者可能是在假装您。
If you wish to be removed from this list, Reply to this message with the word UNSUBSCRIBE as the body of the message.
如果您希望从此列表中删除，请使用“取消订阅”作为邮件正文回复此邮件。
If you feel you were added to the list without your permission, the information below should be forwarded to your ISP's Administrative staff for follow-up, with an explanation of your concern.
如果您觉得自己未经许可被添加到列表中，则应将以下信息转发给您的ISP的管理人员进行跟进，并解释您的担忧。
As stated in RFC-2635, "you can do this by sending mail to "Postmaster@your-site.example". Your postmaster should be an expert at reading mail headers and will be able to tell if the originating address is forged. He or she may be able to pinpoint the real culprit and help close down the site. If your postmaster wants to know about unsolicited mail, be sure s/he gets a copy, including headers. You will need to find out the local policy and comply."
如RFC-2635所述，“您可以通过将邮件发送到”Postmaster@your-site.example“。你的邮政局长应该是阅读邮件标题的专家，并且能够辨别发信地址是否伪造。他或她可能能够找出真正的罪犯，并帮助关闭该网站。如果您的邮政局长想了解未经请求的邮件，请确保他/她收到一份副本，包括邮件标题。您需要了解当地政策并遵守。”
Widget Sales, Inc. | http://www.example.com
Responsible Internet | info@example.com
Marketing - Made Easy! | cust-serv@example.com
-----------------------------------------------------------
Widget Sales, Inc. | http://www.example.com
Responsible Internet | info@example.com
Marketing - Made Easy! | cust-serv@example.com
-----------------------------------------------------------
Submission Information:
提交资料：
Request received for foo@bar.example from 192.168.0.1 at
06:41:55:13(GMT) on 07.03.1999 via
Request received for foo@bar.example from 192.168.0.1 at
06:41:55:13(GMT) on 07.03.1999 via
http://www.example.com/input.html
http://www.example.com/input.html
E-Mail headers follow:
电子邮件标题如下：
Received: from 01.anytown.dialup.example.net
([192.168.0.1]) by adshost.example.com
(FooBarMail v01.01.01.01 111-111) with SMTP
id <19990703054206.VDQL6023@77.anytown.dialup.example.net>
for <marcel@example.com>; Sat, 3 July 1999 01:41:55 +0000
From: Customer <foo@bar.example>
To: mail-list@example.com
Subject: Submission Request
Date: Sat, 03 July 1999 01:41:55 -0400
Organization: Zem & Zem Bedding Company, Inc.
Reply-To: foo@bar.example
Message-ID: <k???12qelNxp7Q=??3dbgLHWTLv@4??.bar.example>
X-Mailer: FooBarMail HTTPMailer Extension 1.0.532
MIME-Version: 1.0
Content-Type: text/plain; charset=us-ascii
Content-Transfer-Encoding: quoted-printable
Received: from 01.anytown.dialup.example.net
([192.168.0.1]) by adshost.example.com
(FooBarMail v01.01.01.01 111-111) with SMTP
id <19990703054206.VDQL6023@77.anytown.dialup.example.net>
for <marcel@example.com>; Sat, 3 July 1999 01:41:55 +0000
From: Customer <foo@bar.example>
To: mail-list@example.com
Subject: Submission Request
Date: Sat, 03 July 1999 01:41:55 -0400
Organization: Zem & Zem Bedding Company, Inc.
Reply-To: foo@bar.example
Message-ID: <k???12qelNxp7Q=??3dbgLHWTLv@4??.bar.example>
X-Mailer: FooBarMail HTTPMailer Extension 1.0.532
MIME-Version: 1.0
Content-Type: text/plain; charset=us-ascii
Content-Transfer-Encoding: quoted-printable
C. Protection
C.保护
Advertisers should be advised of certain measures they can take to protect themselves. Frequently, and especially when the traffic on a particular mailing list is low, a subscriber may forget that they had requested membership on that list. When a new message is sent and subsequently received, said recipient may lodge a complaint of spamming. If this situation is multiplied by several recipients, the advertiser and/or seller risks losing their Internet access, even if they have acted responsibly throughout the process.
广告商应该被告知他们可以采取的某些保护自己的措施。通常，尤其是当特定邮件列表上的通信量较低时，订阅者可能会忘记他们已请求成为该列表的成员。当一条新信息被发送并随后被接收时，该接收者可以提出垃圾邮件投诉。如果这种情况再加上几个接受者，广告商和/或卖家就有失去互联网接入的风险，即使他们在整个过程中采取了负责任的行动。
For this reason, advertisers should keep an archive of all submission requests which are received. This archive should be kept as diligently as the advertiser's operational data, and should be similarly safeguarded. Having such requests available will protect the advertisers from any reports of spamming, whether they are malicious, or the result of a genuine misunderstanding. For reasons that should be obvious, those messages should remain archived for a period that lasts AT LEAST as long as the list remains active. While this is not necessarily a requirement for responsible behavior, it is a measure of safety for the responsible advertiser.
因此，广告商应保存所有收到的提交请求的档案。该档案应与广告客户的运营数据一样勤勉地保存，并应同样受到保护。提供此类请求将保护广告商免受任何关于垃圾邮件的报道，无论这些垃圾邮件是恶意的，还是由于真正的误解造成的。出于显而易见的原因，这些邮件应在一段时间内保持存档，至少在列表保持活动状态时保持存档状态。虽然这不一定是对负责任的行为的要求，但却是对负责任的广告商的安全措施。
Shotgunning a message doesn't really work in any medium, but it is much easier to do with the Internet than with paper mail or telephone solicitations. The steps which have been provided in this paper will
在任何媒介中，拍摄一条信息都不起作用，但在互联网上拍摄要比在纸质邮件或电话邀请函中拍摄容易得多。本文提供的步骤将
assist the advertiser in creating a favorable environment for their work; in ensuring that they maintain a responsible presence on the Internet; and in targeting the types of customer and the methods to be used to reach those potential customers. Given these steps, there are some actions which should be avoided as the basis for any Responsible advertising presence on the Internet.
协助广告主为其工作创造良好的环境；确保他们在互联网上保持负责任的存在；以及针对客户类型和接触潜在客户的方法。考虑到这些步骤，在互联网上出现任何负责任的广告时，应避免采取一些行动。
DON'T advertise money-making opportunities that can, in any way, be construed as Pyramid or Ponzi schemes. (For information regarding those types of "investments", refer to Appendix A.1 of this document.)
不要为赚钱机会做广告，这些机会在任何方面都可能被理解为金字塔或庞氏骗局。（有关这些类型的“投资”的信息，请参阅本文件附录A.1。）
DON'T forge E-mail headers to make it look as if the messages originate from anywhere other than where they really originate. Many domain owners have won litigation against advertisers who have used their domain name in an effort to conceal their true identity. [12][13][14]
不要伪造电子邮件头，使邮件看起来像是来自其他地方，而不是它们真正的来源。许多域名所有者已经赢得了针对广告商的诉讼，广告商使用他们的域名试图隐瞒他们的真实身份。[12][13][14]
DON'T send out any sort of bogus message to "cover" the intended activity, which is advertising. In other words, don't pretend that a personal message from the advertiser to someone else was sent to a mailing list by mistake so that the body of that message can be used to advertise, as in this example:
不要发送任何形式的虚假信息来“掩盖”预期活动，这就是广告。换句话说，不要假装广告客户给其他人的个人消息被错误地发送到邮件列表，以便该消息的正文可用于广告，如本例所示：
Dear Tony - had a great time at lunch yesterday. Per your request, here's the information on the latest widget I promised [...].
亲爱的托尼-昨天午餐玩得很开心。根据您的要求，以下是我承诺的最新widget的信息[…]。
DON'T use overly-general statements such as "Our research shows you're interested in our product." Most recipients know this is usually a bogus claim. Use of it can rob any legitimacy that the advertisement may hold.
不要使用过于笼统的说法，比如“我们的研究表明你对我们的产品感兴趣。”大多数收件人都知道这通常是虚假的说法。使用它可能会剥夺广告可能持有的任何合法性。
DON'T create mailing lists from third party sources (see Section 6; Part D of this document, above).
不要从第三方来源创建邮件列表（见上文第6节；本文件D部分）。
DON'T SELL MAILING LISTS!!!
DON'T SELL MAILING LISTS!!!
Enough negativity! Now for some helpful suggestions.
够消极的了！现在来听听一些有用的建议。
DO create a lively signature which tells the minimum about the product/service. But keep it to 4 lines total (four lines is the maximum recommended length for signatures).
务必创建一个生动的签名，说明产品/服务的最低要求。但总长度保持在4行（建议签名的最大长度为4行）。
DO participate in mailing lists and newsgroups which discuss topics related to the particular product/service. Advertisers will find people of a similar interest there and many potential customers. So long as an advertiser isn't offensive in their interactions with these groups they can find their participation quite rewarding.
参与讨论特定产品/服务相关主题的邮件列表和新闻组。广告商会在那里找到志趣相投的人和许多潜在客户。只要广告商在与这些群体的互动中没有冒犯性，他们就会发现他们的参与是非常有益的。
DO ask people if they want to be part of any mailing list that is created. Advertisers must be clear about their intentions of how they plan to use the list and any other information that is collected.
一定要询问人们是否希望成为创建的任何邮件列表的一部分。广告商必须清楚他们打算如何使用该列表和收集的任何其他信息。
DO tell people how list data has been gathered. If recipients are signed up from a web page, make sure the prospective recipient is aware that they will be getting mail. Many web pages have getting mail selected as default. Our recommendation is that the default be that recipients do NOT wish to receive mailings - even if the prospective recipients find an advertiser's site of interest.
一定要告诉人们列表数据是如何收集的。如果收件人是从网页注册的，请确保潜在收件人知道他们将收到邮件。许多网页已将获取邮件选为默认设置。我们的建议是，默认情况下，收件人不希望收到邮件-即使潜在收件人找到广告客户感兴趣的网站。
DO respect the privacy of customers. Keep a mailing list private. For an advertiser to sell a mailing list is not responsible or ethical. In addition, if offering any type of online transactions, advertisers should take care to encrypt any sensitive information The addresses of the list members should never be viewable by the list recipients, to protect your list members' privacy.
尊重客户的隐私。保持邮件列表的私密性。对于广告商来说，出售邮件列表是不负责任的，也是不道德的。此外，如果提供任何类型的在线交易，广告商应注意加密任何敏感信息。列表收件人不得查看列表成员的地址，以保护列表成员的隐私。
DO take steps to safeguard all of the personal information that is being taken from customers, such as Credit Card or other Payment information. Provide honest information regarding the methods being used to protect the customer's data.
采取措施保护从客户处获取的所有个人信息，如信用卡或其他支付信息。提供有关用于保护客户数据的方法的真实信息。
DO let recipients know how to remove themselves from a mailing list. Advertisers should make this as easy as possible, and place the instructions in every message sent.
一定要让收件人知道如何从邮件列表中删除自己。广告商应该尽可能地简化这一过程，并在发送的每一条信息中添加说明。
DO let people know for what purpose any data is being collected. Advertisers must ensure that their plans regarding data collection are legal.
一定要让人们知道收集数据的目的。广告商必须确保他们关于数据收集的计划是合法的。
Advertisers and Sellers can check with the web site of the Better Business Bureau, which operates in the United States and Canada. (www.bbb.org) This organization has several programs and services which can help advertisers in those countries, and has other resources which will benefit advertisers of any nationality.
广告商和销售商可以在美国和加拿大运营的Better Business Bureau的网站上查询。（www.bbb.org）该组织有几个项目和服务可以帮助这些国家的广告商，还有其他资源可以使任何国籍的广告商受益。
"Advertisers should advertise responsibly the better mousetrap they have built, and the world will beat a path to their E-mail address."
“广告商应该负责任地宣传他们制造的更好的捕鼠器，世界将为他们的电子邮件地址开辟一条道路。”
This memo offers suggestions for responsible advertising techniques that can be used via the Internet. It does not raise or address security issues, but special attention should be paid to the section on "Privacy". While not strictly a network security consideration, privacy considerations can have legal ramifications that deserve special attention.
本备忘录为可通过互联网使用的负责任的广告技巧提供了建议。它没有提出或解决安全问题，但应特别注意“隐私”一节。隐私考虑虽然不是严格意义上的网络安全考虑，但可能会产生值得特别注意的法律后果。
Appendices
附录
Most readers of this document are probably aware as to why "Pyramid" or "Ponzi" schemes are fraudulent, and in most places, criminal. Appendix "A" describes how these schemes work and some of the risks inherent in their operation and participation.
本文件的大多数读者可能都知道为什么“金字塔”或“庞氏骗局”是欺诈性的，并且在大多数地方是犯罪的。附录“A”描述了这些计划的工作方式及其运行和参与中固有的一些风险。
For a topical review of Privacy law across multiple jurisdictions, including several sovereign nations, Appendix "B" provides some resources for advertisers or other interested parties.
对于跨多个司法管辖区（包括几个主权国家）的隐私法专题审查，附录“B”为广告商或其他相关方提供了一些资源。
In the classic Pyramid scheme, there is a list of a few people. A
participant sends money to one or all of them, and then shifts that
person off the list and adds their own name. The participant then
sends the same message to N people....
In the classic Pyramid scheme, there is a list of a few people. A
participant sends money to one or all of them, and then shifts that
person off the list and adds their own name. The participant then
sends the same message to N people....
The idea is that when a recipient's name gets to the special place on the list (usually at the "top" of the pyramid), they will get lots of money. The problem is that this only works for everyone if there are an infinite number of people available.
这个想法是，当收件人的名字出现在名单上的特殊位置（通常在金字塔的“顶端”），他们会得到很多钱。问题是，这只适用于所有人，如果有无限多的人可用。
As an example, examine a message with a list of four people where each participant sends US$5.00 to each; removes the first name, and adds their own name at the bottom. There may also be some content encouraging the participants to send "reports" to people who submit money. Presume the rules encourage the participants to send out lots of copies until they each get ten direct responses, 100 second level responses, etc., and claim there is a guarantee that the participants will earn lots of money fast if they follow the procedure.
例如，检查一条包含四个人列表的消息，其中每个参与者向每个人发送5.00美元；删除第一个名称，并在底部添加他们自己的名称。也可能有一些内容鼓励参与者向提交资金的人发送“报告”。假设规则鼓励参与者发送大量副本，直到他们每个人都得到10个直接回复、100个第二级回复等，并声称如果他们遵循程序，可以保证参与者会很快赚很多钱。
First, some person or group has to have started this. When they did, they were able to specify all four names so it was probably four people working together to split any profits they might get from being the top of the pyramid (or maybe they sent out four versions of the original letter with their name order rotated). In some cases, all names on the list have been proven to be the same person, operating under assumed business names!
首先，必须有人或团体开始这样做。当他们这样做的时候，他们能够指定所有四个名字，所以可能是四个人一起工作来分享他们可能从金字塔顶端获得的任何利润（或者可能他们发送了四个版本的原始信件，并按名称顺序轮换）。在某些情况下，名单上的所有名字都被证明是同一个人，以假名经营！
While the letters that accompany these things usually have all kinds of language about following the instructions exactly, the most rational thing for a dishonest participant to do if they decided to participate in such a thing would be to;
虽然伴随这些事情的信件通常有各种各样的语言来准确地遵循指示，但对于一个不诚实的参与者来说，如果他们决定参与这样的事情，最合理的做法是：；
(1) send no money to anyone else; and
(1) 不要把钱给别人；和
(2) find three other people and replace all the names on the list.
(2) 找到另外三个人，替换名单上的所有名字。
But, presume that not just this participant, but everyone who ever participates decides to follow the "rules". To avoid the start-up transient, assume that it starts with one name on the list and for the next three layers of people, one name gets added and only after the list is up to four does any participant start dropping the "top" name.
但是，假设不只是这个参与者，而且每个曾经参与的人都决定遵守“规则”。为了避免启动瞬态，假设它从列表中的一个名字开始，对于接下来的三层人，添加一个名字，并且只有在列表最多四个之后，任何参与者才开始删除“最上面”的名字。
What does this look like after nine levels if everything works perfectly? The following table shows, for nine levels, how many people have to participate, what each person pays out, gets in, and nets.
如果一切都很好，九个关卡后会是什么样子？下表显示了九个级别中需要参与的人数、每个人支付的费用、参与的人数和网络数量。
Level People Out In Net 1 1 0 $55,550 $55,550 2 10 $5 $55,550 $55,545 3 100 $10 $55,550 $55,540 4 1,000 $15 $55,550 $55,535 5 10,000 $20 $55,550 $55,530 6 100,000 $20 $5,550 $5,530 7 1,000,000 $20 $550 $530 8 10,000,000 $20 $50 $30 9 100,000,000 $20 0 -20
将员工按净收入水平1 1 0$55550$555502 10$5$55550$55545 3 100$10$55550$55540 4 1000$15$55550$55535 10000$20$55550$55530 6 100000$20$5550$5530 7 1000000$20$550$530 8 10000000$20$50$309100000000$20-20
So if this scheme ever progressed this far (which is extremely unlikely) over 10,000 people would have made the "guaranteed" $50,000. In order to do that, one hundred million people (or over ten thousand times as many) are out twenty dollars. And it can't continue because the scheme is running out of people. Level 10 would take one billion people, all of whom have $20 to submit, which probably don't exist. Level 11 would take ten billion, more people than exist on the earth.
因此，如果这项计划进展到目前为止（这是极不可能的），超过10000人将获得“保证”50000美元。为了做到这一点，一亿人（或者说一万多倍的人）拿出了20美元。而且它不能继续下去，因为这个计划已经没有人了。10级需要10亿人，所有人都有20美元要交，而这可能是不存在的。11级需要100亿人，比地球上现有的人口还要多。
Pyramid schemes are _always_ like this. A few people who start them may make money, only because the vast majority lose money. People who participate and expect to make any money, except possibly those who start it, are being defrauded; for this reason, such schemes are illegal in many countries.
传销总是这样。一些创业者可能会赚钱，只是因为绝大多数人都会赔钱。那些参与并期望赚到钱的人，可能除了那些发起人，都被欺骗了；因此，这种计划在许多国家是非法的。
A Ponzi scheme is very similar to a pyramid except that all of the money goes through a single location. This method of confidence fraud is named after Charles Ponzi, a Boston, Massachusetts "businessman" who claimed to have discovered a way to earn huge returns on money by buying international postal reply coupons and redeeming them in postage for more than their cost. Early "investors" in this scheme did get their promised return on investment, but with money that later investors were investing. Ponzi was actually doing nothing with the money other than deriving his own income from it, and paying latter investors' money to earlier investors.
庞氏骗局与金字塔非常相似，只是所有的钱都通过一个地方。这种骗取信任的方法是以马萨诸塞州波士顿市的“商人”查尔斯·庞齐（Charles Ponzi）的名字命名的。查尔斯·庞齐声称，他发现了一种通过购买国际邮政回信优惠券并以超过其成本的邮资赎回这些优惠券来赚取巨额回报的方法。这一计划中的早期“投资者”确实获得了他们承诺的投资回报，但后来投资者投资的资金。实际上，庞氏除了从中获得自己的收入，并将后者的资金支付给早期投资者之外，并没有做任何其他事情。
Notice the similarity to early pyramid participants, who "earn" money from the later participants.
注意早期金字塔参与者的相似性，他们从后来的参与者那里“挣钱”。
Just as pyramids always collapse, Ponzi schemes always collapse also, when the new people and new money run out. This can have serious consequences. People in Albania died and much of that country's savings were squandered when huge Ponzi schemes that "seemed" to be partly backed by the government collapsed.
就像金字塔总是倒塌一样，当新的人和新的钱用完时，庞氏骗局也总是倒塌。这可能会产生严重后果。当庞大的庞氏骗局“似乎”部分得到政府支持的时候，阿尔巴尼亚人死亡，该国的大部分储蓄被挥霍殆尽。
No, all multi-level systems are not the same, nor are they all "evil".
不，所有的多级系统都不一样，也不都是“邪恶的”。
If what is moving around is just money and maybe "reports" or the like that are very cheap to produce, then almost certainly it is a criminal scam. If there are substantial goods and/or services being sold through a networked tier-system at reasonable prices, it is more likely to be legitimate.
如果所转移的只是钱，可能是“报告”之类的东西，而且制作成本很低，那么几乎可以肯定这是一个犯罪骗局。如果有大量商品和/或服务以合理的价格通过联网的分层系统销售，则更有可能是合法的。
If the advertisement says participants can make money "fast", "easy" or "guaranteed", be very suspicious. If it says participants may be able to make money by putting in lots of hard work over many months but there is no guarantee, then it may be legitimate. As always, if it seems "too good to be true", it probably is.
如果广告上说参与者可以“快速”、“轻松”或“有保证”赚钱，那就要非常怀疑。如果它说参与者可以通过在几个月内投入大量的努力工作来赚钱，但没有保证，那么它可能是合法的。和往常一样，如果它看起来“太好了以至于不可能是真的”，那么它很可能是真的。
If people are paid to recruit "members" or can "buy" a high "level", it is almost certainly a criminal scam. If people are paid only for the sale of substantial goods and/or services, it is more likely to be legitimate.
如果人们被雇佣来招募“会员”或者可以“购买”一个高级别的，这几乎肯定是一个犯罪骗局。如果人们只因销售大量商品和/或服务而获得报酬，那么这种行为更有可能是合法的。
It may also be worthwhile to look at the history of the organization and its founders/leaders. The longer it has been around, the more likely it is to continue being around. If its founders or leaders have a history of fraud or crime, a person should think very carefully before being part of it.
或许值得一看该组织及其创始人/领导人的历史。它存在的时间越长，它继续存在的可能性就越大。如果它的创始人或领导人有欺诈或犯罪的历史，那么一个人在成为其中一员之前应该仔细考虑。
Directories, lists or other collection sources of personal data are the current informational "gold rush" for Internet Marketers. In the United States and other countries, there is no explicit guarantee of personal privacy. Such a right, under current legislation, stands little chance against certain electronic technologies. Some members of the global community have expressed concern regarding perceived intrusion into their personal privacy. Still, the collection and sale of such information abounds.
目录、列表或其他个人数据收集来源是当前互联网营销人员的信息“淘金热”。在美国和其他国家，没有明确的个人隐私保障。根据目前的立法，这种权利与某些电子技术相比，几乎没有什么机会。国际社会的一些成员对他们的个人隐私受到侵犯表示关切。尽管如此，此类信息的收集和销售还是比比皆是。
Self-regulation by businesses utilizing the Internet is the first choice of legislators, commercial websites, and Internet aficionados.
利用互联网的企业自律是立法者、商业网站和互联网爱好者的首选。
However, the anticipated profit to be made by selling personal data and by using these lists for advertisement purposes, often dissuades self-regulation.
然而，通过出售个人数据和将这些列表用于广告目的而获得的预期利润往往会阻碍自律。
United States Senator Patrick Leahy, Ranking Minority member of the Judiciary Committee of the United States Senate (at the time of the writing of this document) states very succinctly why we should respect Internet Privacy:
美国参议员帕特里克·莱希（Patrick Leahy）是美国参议院司法委员会的少数族裔高级成员（在撰写本文件时），他非常简洁地说明了为什么我们应该尊重互联网隐私：
"Good privacy policies make good business policies. New technologies bring with them new opportunities, both for the businesses that develop and market them, and for consumers. It does not do anyone any good for consumers to hesitate to use any particular technology because they have concerns over privacy. That is why I believe that good privacy policies make good business policies."
“良好的隐私政策制定出良好的商业政策。新技术带来了新的机会，无论是对开发和营销这些技术的企业还是对消费者。消费者因为担心隐私而犹豫使用任何特定技术，这对任何人都没有任何好处。这就是为什么我认为良好的隐私政策政府制定了良好的商业政策。”
The Center for Democracy and Technology suggests Five Conditions that websites should use to be considerate of individual's rights to privacy:
民主与技术中心建议网站应考虑个人隐私权的五个条件：
- Notice of Data Collection
- 收集资料通告
- Choice to Opt Out
- 选择退出
- Access to Data to rectify errors
- 访问数据以纠正错误
- Adequate Security of Information Database
- 信息数据库的充分安全
- Access to contact persons representing the data collector
- 访问代表数据采集器的联系人
Notice that the practice of data collection authorization can be accomplished using something as simple as an automated response E-Mail message. Such notices should contain easily understood information about the collecting party's identity, and instructions as to how a customer can remove themselves from the collected population. This will help assure prospective customers that an advertiser is a business of integrity.
请注意，数据收集授权的实践可以通过使用自动化响应电子邮件这样简单的方式来完成。此类通知应包含易于理解的关于收款方身份的信息，以及关于客户如何从收款人群中脱身的说明。这将有助于向潜在客户保证，广告商是一家诚信的企业。
Businesses that pursue international trade (do business across national boundaries, overseas, etc...) bear the risk of facing legal prosecution for personal privacy violations. The European Communities have legislation for the flow of Personal Information. If an advertiser is interested in pursuing business interests across borders, and particularly if a business intends to solicit and/or share Personal Information, the advertiser/seller must be able to guarantee the same privacy considerations as a foreign counterpart, or as a business operating in the nation in which the advertiser is soliciting/performing their business.
从事国际贸易的企业（跨境、海外等）有可能因侵犯个人隐私而面临法律起诉。欧洲共同体有关于个人信息流动的立法。如果广告客户有兴趣寻求跨境商业利益，特别是如果企业打算索取和/或共享个人信息，广告客户/卖家必须能够保证与外国同行相同的隐私考虑，或者作为在广告商招揽/开展业务的国家经营的企业。
Other countries and their legislation are shown below:
其他国家及其立法如下所示：
Germany - BundesDatenSchutzGesetz (BDSG)
德国-德国联邦公报（BDSG）
France - Commision nationale de l'informatique et de libertes (CNIL)
法国-国家信息和自由委员会（CNIL）
UK - Data Protection Act (DPA)
英国-数据保护法（DPA）
Netherlands - Wet PersoonsRegistraties (WPR)
荷兰-湿人员登记（WPR）
Australia - Privacy Act of 1998 (OECD DAta Protection Guidelines)
澳大利亚-1998年隐私法（经合组织数据保护指南）
Canada - The Personal Information Protection and Electronic Documents Act
加拿大-个人信息保护和电子文件法
References
工具书类
[1] Hambridge, S. and A. Lunde, "DON'T SPEW: A Set of Guidelines for Mass Unsolicited Mailings and Postings (spam*)", FYI 35, RFC 2635, June 1999.
[1] Hambridge，S.和A.Lunde，“不要吐：大量未经请求的邮件和帖子（spam*）的一套指导原则”，FYI 35，RFC 2635，1999年6月。
[2] Internet Spam / UCE Survey #1. http://www.survey.net/spam1r.html, July 24, 1997.
[2] 互联网垃圾邮件/UCE调查#1。http://www.survey.net/spam1r.html，1997年7月24日。
[3] ISPs and Spam: the impact of spam on customer retention and acquisition. Gartner Group, San Jose, CA. June 14, 1999. Pg. 7.
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http://www.leepfrog.com/E-
Law/Cases/CompuServe_v_Cyber_Promo.html
http://www.jmls.edu/cyber/cases/cs-cp2.html
http://www.jmls.edu/cyber/cases/cs-cp3.html
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Law/Cases/CompuServe_v_Cyber_Promo.html
http://www.jmls.edu/cyber/cases/cs-cp2.html
http://www.jmls.edu/cyber/cases/cs-cp3.html
[5] America Online, Inc. v. Cyber Promotions, Inc., No. 96-462 (E.D. Va. complaint filed Apr. 8, 1996) [WWW] (subsequently consolidated with Cyber Promotions' action filed in E.D. Pa.).
[5] 美国在线公司诉。Cyber Promotions，Inc.，第96-462号（弗吉尼亚州E.D.于1996年4月8日提交的投诉）[WWW]（随后与宾夕法尼亚州E.D.提交的Cyber Promotions诉讼合并）。
[6] Cyber Promotions, Inc. v. America Online, Inc., C.A. No. 96- 2486, 1996 WL 565818 (E.D. Pa. Sept. 5, 1996) (temporary restraining order) [WWW | Westlaw], rev'd (3d Cir. Sept. 20, 1996), partial summary judgment granted, 948 F. Supp. 436 (E.D. Pa. Nov. 4, 1996) (on First Amendment issues) [WWW | Lexis | Westlaw], reconsideration denied, 948 F. Supp. 436, 447 (Dec. 20, 1996) [WWW | Lexis | Westlaw], temporary restraining order denied, 948 F. Supp. 456 (E.D. Pa. Nov. 26, 1996) (on antitrust claim) [WWW | Lexis | Westlaw], settlement entered (E.D. Pa. Feb. 4, 1997) [NEWS.COM report].
[6] 网络促销公司诉。美国在线公司，C.A.No.96-24861996 WL 565818（欧洲民主党，1996年9月5日）（临时限制令）[WWW|Westlaw]，rev'D（第三巡回法庭，1996年9月20日），部分即决判决，948 F.Supp.436（欧洲民主党，1996年11月4日）（关于第一修正案问题）[WWW|Lexis | Westlaw]，驳回复议，948 F.Supp.436，447（1996年12月20日）[WWW | Lexis | Westlaw]，临时限制令被拒绝，948 F.Supp.456（1996年11月26日，宾夕法尼亚州东部地区）（关于反托拉斯索赔）[WWW | Lexis | Westlaw]，达成和解（1997年2月4日，宾夕法尼亚州东部地区）[NEWS.COM报道]。
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[7] 美国在线公司诉。Over-the-Air Equipment，Inc.（弗吉尼亚州E.D.于1997年10月2日提交的申诉）[WWW][NEWS.COM报告]，初步禁令（1997年10月31日）[NEWS.COM报告]，和解令（1997年12月18日）[Wired NEWS报告]。
[8] America Online, Inc. v. Prime Data Worldnet Systems (E.D. Va. complaint filed Oct. 17, 1997) [WWW] [NEWS.COM report].
[8] 美国在线公司诉。Prime Data Worldnet Systems（弗吉尼亚州E.D.于1997年10月17日提出申诉）[WWW][NEWS.COM report]。
[9] Steiner, P. "New Yorker". July 5, 1993. p.61.
[9] Steiner，P.“纽约人”。1993年7月5日。p、 61。
[10] Spam slam -- opt-in e-mail gains favor. http://www.zdnet.com/zdnn/stories/news/0,4586,2267565,00.html. May 28, 1999.
[10] 垃圾邮件猛击——选择电子邮件获得青睐。http://www.zdnet.com/zdnn/stories/news/0，45862267565,00.html。一九九九年五月二十八日。
[11] Eastlake, D., Manros, C. and E. Raymond, "Etymology of 'Foo'", RFC 3092, April 2001.
[11] Eastlake，D.，Manros，C.和E.Raymond，“Foo”的词源，RFC 3092，2001年4月。
[12] Parker, Zilker Internet Park, Inc., Parker, Rauch, Texas
Internet Service Providers Association & EFF-Austin v. C.N.
Enterprises & Craig Nowak [WWW]. Available:
http://www.rahul.net/falk/zilkerjudge.txt
[12] Parker, Zilker Internet Park, Inc., Parker, Rauch, Texas
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Enterprises & Craig Nowak [WWW]. Available:
http://www.rahul.net/falk/zilkerjudge.txt
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Enterprises & Craig Nowak [WWW]. Available:
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[14] WebSystems v. Cyberpromotions, Inc and Sanford Wallace [WWW].
Available: http://www.jmls.edu/cyber/cases/websys1.html
[14] WebSystems v. Cyberpromotions, Inc and Sanford Wallace [WWW].
Available: http://www.jmls.edu/cyber/cases/websys1.html
Authors' Addresses
作者地址
Ted Gavin Nachman Hays Consulting, Inc. 822 Montgomery Avenue, Suite 204 Narberth, PA 19072 USA
Ted Gavin Nachman Hays咨询公司，地址：美国宾夕法尼亚州纳伯斯蒙哥马利大道822号204室，邮编：19072
EMail: tedgavin@newsguy.com
EMail: tedgavin@newsguy.com
Donald E. Eastlake 3rd Motorola 155 Beaver Street Milford, MA 01757
马萨诸塞州米尔福德海狸街155号唐纳德E东湖3号摩托罗拉01757
EMail: Donald.Eastlake@motorola.com
EMail: Donald.Eastlake@motorola.com
Sally Hambridge Intel Corp 2200 Mission College Blvd Santa Clara, CA 95052
萨莉·汉布里奇英特尔公司加利福尼亚州圣克拉拉市教会学院大道2200号，邮编95052
EMail: sallyh@ludwig.sc.intel.com
EMail: sallyh@ludwig.sc.intel.com
Acknowledgements and Significant Contributors
感谢和重要贡献者
JC Dill jcdill@vo.cnchost.com
JC迪尔jcdill@vo.cnchost.com
Barbara Jennings Sandia National Laboratories
芭芭拉詹宁斯桑迪亚国家实验室
Albert Lunde Northwestern University
阿尔伯特伦德西北大学
April Marine Internet Engines, Inc.
四月船用互联网引擎公司。
Full Copyright Statement
完整版权声明
Copyright (C) The Internet Society (2001). All Rights Reserved.
版权所有（C）互联网协会（2001年）。版权所有。
This document and translations of it may be copied and furnished to others, and derivative works that comment on or otherwise explain it or assist in its implementation may be prepared, copied, published and distributed, in whole or in part, without restriction of any kind, provided that the above copyright notice and this paragraph are included on all such copies and derivative works. However, this document itself may not be modified in any way, such as by removing the copyright notice or references to the Internet Society or other Internet organizations, except as needed for the purpose of developing Internet standards in which case the procedures for copyrights defined in the Internet Standards process must be followed, or as required to translate it into languages other than English.
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The limited permissions granted above are perpetual and will not be revoked by the Internet Society or its successors or assigns.
上述授予的有限许可是永久性的，互联网协会或其继承人或受让人不会撤销。
This document and the information contained herein is provided on an "AS IS" basis and THE INTERNET SOCIETY AND THE INTERNET ENGINEERING TASK FORCE DISCLAIMS ALL WARRANTIES, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO ANY WARRANTY THAT THE USE OF THE INFORMATION HEREIN WILL NOT INFRINGE ANY RIGHTS OR ANY IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE.
本文件和其中包含的信息是按“原样”提供的，互联网协会和互联网工程任务组否认所有明示或暗示的保证，包括但不限于任何保证，即使用本文中的信息不会侵犯任何权利，或对适销性或特定用途适用性的任何默示保证。
Acknowledgement
确认
Funding for the RFC Editor function is currently provided by the Internet Society.
RFC编辑功能的资金目前由互联网协会提供。