I do not like them, Sam I Am.

The Federal Trade Commission (FTC) has issued four new rules pertaining to the CAN-SPAM Act of 2003.

In the wake of the new rules, DirectMag.com says the FTC decided not to shorten the time marketers must honor opt-out requests from 10 days to three. The opt-out honor window remains at 10 days.

The new guidelines follow thus:

- People cannot be required to pay a fee, or share personal data beyond an email address, to opt out of a mailing list. In general, opt-outs should not demand more than an email response or a single visit to an unsubscribe page.

- "Sender" has been redefined when multiple parties are involved. One company must be designated as "Sender." It will be held responsible for complying with CAN-SPAM requirements. Its name should appear in the "from" line and its postal address printed in the body of the email.

- PO boxes may serve as legitimate return addresses.

- Marketers will not be given safe harbor if their affiliates violate CAN-SPAM regulations. Companies are responsible for those sending emails in their name, just as they are responsible for the mailing activities of their own body.