Project Lumos will create a registry for legitimate email marketing, certifying legitimate marketers who are sending emails to people who have requested them.
The industry hopes that this will solve the problem of current spam blocking technology, which leads to legitimate emails getting lost. The model proposed for Project Lumos is a four-fold plan: certification to verify the mailer's identity; standardisation of sender information in the mail header including a trackable unsubscribe URL; authentication of the sender's identity; and monitoring all senders and mailers.
The project has been developed by the , formed by the US industry body the Network Advertising Initiative.
"As the spam problem continues to worsen, the only way to fight it is to develop a means of certifying legitimate mailers, ensuring that spam is blocked and 'real' mail continues to land in users' in-boxes," Trevor Hughes, executive director of ESPC, said.
"With its vigorous certification and performance monitoring process, Project Lumos is an industry-wide initiative that is the most complete effort so far been introduced to eradicate spam."
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