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Also, if he was engaging other Redditors, then its a different story. If you're spamming and not engaging about the content, then I would definitely ignore. If he's posting to his own site, but engaging other users who want to talk about it, then I have much less of a problem. The couple small time spammers we've had on here generally post their links and never talk about them. There are a couple users here (mpoe and clairewalsh) come to mind that generally only post to their own sites, but I like them. First, they don't drop tons of links, and second, they comment back. So all in all I think that no policy can deal with this type situation; I think it can only be handled on a case by case basis.