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The CAN-SPAM Act and mortgage leads: More in common than you thinkRyan BuellCAN-SPAM Recently, the federal government passed a law intended to curb unsolicited and undesired advertising e-mails, which are currently being sent at a rate of millions per day to consumers throughout the country. You likely have received countless offers for male enhancement products, get-rich-quick schemes and dietary supplements through these e-mails. The solicitors and benefactors of these products seem to lurk beyond our reach, hiding out in the backstreets of our country. Their manipulative and deceitful practices are destroying the most effective communication system devised to date--e-mail. At least, that's what we're led to believe. The truth is, the people behind many of these advertisements are closer to you than you realize. E-mail marketers work in the office next to yours; their children play at school with your children; they value quality family time and firmly believe in operating as socially responsible members of the community. While it is true that many companies and individuals engage in illicit e-mail marketing activities, there are just as many--perhaps even more--reputable and honest companies who abide by the laws. We hope the new CAN-SPAM Act will strengthen the operations of those law abiding companies. So, what does this have to do with mortgage leads? Internet leads are typically derived from pop-up ads, banner ads, search engine placement and e-mail marketing. E-mail marketing is clearly the most effective method, so if you purchase Internet leads, you are likely purchasing leads derived from e-mail marketing. This does not place you in any potential danger of being prosecuted under the CAN-SPAM Act, since the law defines only the sender of the advertisement as the company or individual accountable should any illegal activity occur during an e-mail marketing campaign, but it is still vital that you know your Internet leads provider generates their leads lawfully. After all, although purchasers are safe from the CAN-SPAM Act, they could find themselves embroiled in a lawsuit or investigation filed by an angry consumer if they deal with lead generators who carry on illegal e-mail practices. Besides, a company that abides strictly by the law is more likely to offer of a legitimate product. To summarize, make sure your lead provider complies with the new Federal CAN-SPAM Act. In the age of Internet lead uncertainty, knowing that you are purchasing leads derived in a lawful manner could save headaches, money and hours beyond your imagination. Ryan Buell is CEO of Alansis Corporation. He may be reached by phone at (858) 597-3041 or by e-mail at [email protected]