From a recent MarketingProfs email:
“Since 2003, the CAN-SPAM Act has regulated various aspects of email marketing campaigns. And now — after a three-year period of consideration — the Federal Trade Commission has announced four new rule provisions you should know about.
Following are the four topics that these new provisions address:
1. An email recipient cannot be required to pay a fee, provide information other than his or her email address and opt-out preferences, or take any steps other than sending a reply email message or visiting a single Internet Web page to opt out of receiving future email from a sender.
2. The definition of “sender” was modified by the FTC to make it easier to determine which of multiple parties advertising in a single email message is responsible for complying with the Act’s opt-out requirements.
3. A “sender” of commercial email can include an accurately registered post office box or private mailbox established under United States Postal Service regulations to satisfy the Act’s requirement that a commercial email display a “valid physical postal address.”
4. A definition of the term “person” was added to clarify that CAN-SPAM’s obligations are not limited to “natural persons.” “
In my opinion, most ethical email marketers are already doing everything to be in compliance with this update…others not so much.
Tags: can spam, can-spam laws, can-spam rules, email laws, Email Marketing, email marketing laws, email opt-out, email rules
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