The other neat European trick - the company who's products are being marketed is responsible for maintaining the list - so if you do reply to an "opt-out", they can't then give the list to a different company and send you the same (or similar) spam again.
But how soon will it be before a BIG company sues the Direct Marketing Association for denial-of-service. I've heard of at least one company complain that their broadband connection was being hammered so bad by spam that their mail-server (configured for "rejection on header", therefore obviously not MS Exchange), couldn't keep up with the flood unless it had EXCLUSIVE use of the connection ...
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