The philosophy of Internet advertising, championed by, Guidescope, and other consumer-advocacy groups, that states that consumers should have to indicate that they want to receive advertisements (such as spam e-mail or junk faxes) before they will be subjected to them. This idea has not yet caught on with most advertisers; a few dot-coms tried the idea of paying or otherwise compensating consumers for receiving email ads, but in most cases the compensations were trivial, and the programs ceased when their sponsors were caught in the dot-com crash.