Many of you know "ADV" as the dreaded Subject Line of Death, because putting it at the beginning of an email subject line virtually guarantees you a place in the spam folder. ADV has always been worriesome for email marketers. Prior to CAN-SPAM, many states had enacted laws requiring the label on commercial email. Then, CAN-SPAM itself directed the Federal Trade Commission to review the use of the label, and report back to Congress.
Well, the FTC has completed its review and made its recommendation. ADV doesn't work, and shouldn't be used as a weapon in the war on spam. To read the FTC's announcement, click here. It's hard to say how Congress will react, but my guess is that ADV has breathed its last.