The launch of Junk Buster has not gone unnoticed. So far, 1,166 opt-outs requests have been submitted via the application*; the average is a little over 20 a day. Nowhere near enough of course but not exactly the worst possible start either.
Many people have asked me how it is possible that there wasn't a one-point-stop for opting out of junk mail before. The answer to that question is that opt-out schemes are almost always run by the junk mail industry. They don't do this to provide the public with an easy and effective service; industry-run schemes are set up purely to create the impression that they're taking 'consumers' seriously and doing their bit for the environment. Why else have marketeers never organised a marketing campaign to promote schemes such as Royal Mail's Door-to-Door Opt-Out (less than 0.5 per cent of British household opted out in 2008) and the Direct Marketing Association's Your Choice Preference Scheme? Enter their names in any search engine and I bet you'll end up not on the Royal Mail or DMA website but on the Stop Junk Mail website instead.
Yet, to my surprise, even the DMA now seems to be enthusiastic about Junk Buster. This afternoon the representative of junk mailers in the UK used the application to register with all six opt-out schemes, including two schemes run by themselves! Unfortunately, the DMA was not able to enter its own address correctly; there's no street called 'Test' in London. This is slightly worrying as it's the same DMA that always talks about 'clean' and 'up to date' mailing lists. Luckily, I was able to trace the IP address (89.105.116.130) so that it was easy enough to figure out that the private e-mail address that was entered (s.boy@talk21.com) belongs to a Junk Mail Rep.
Come on DMA, don't be so sly. If you want to know how Junk Buster works, just ask.
* The critical reader will have noticed that an average of 20 opt-out requests per day doesn't result in a total number of 1,166 in less than 10 days time. The explanation is that the total number includes requests that were collected via the Stop Junk Mail website prior to the launch of Junk Buster.