There has been mixed reaction from the industry to a bill tabled in aimed at fighting junk emails.
Information Technology Minister David Cunliffe has tabled the Unsolicited Electronic Messages Bill, which will prevent the mass-marketing of emails and text messages to unsubscribed receivers.
The Marketing Association's Chief Executive Keith Norris says while they support the bill, it won't change company practice, as they have had a permission-based code for five years.
Norris also says only 10% of spam originates in New Zealand and the bill is aimed at reinforcing international law.
Internet New Zealand's Executive Director Pete Macaulay says with around 80% of emails being spam, it is important to free up the internet.
But he says the bill puts an unfair emphasis on Internet Service Providers for enforcement.