CAN-SPAM updates take effect

Share this content:

E-mail marketers are now responsible for making opting out a one-step process, as new updates to the federal CAN-SPAM Act of 2003 take effect today.

In a move to clarify the original 2003 Act's requirements, the Federal Trade Commission (FTC) has enacted four new provisions: two revised definitions for sender and “person,” broadening recipients to include a variety of company entities; the allowance that PO boxes can satisfy the postal address requirement; more specific guidelines surrounding opt-out procedures; and a rule that encourages affiliates to take responsibility for clean e-mail lists and clear communication among marketing partners.

The industry has responded positively to these new provisions, as these updates help clarify some of the rules that could be interpreted in various ways.

The provisions that will affect e-mail marketers' daily practices the most surround the opt-out procedure. Consumers must be able to opt out of receiving e-mail marketing communications in one step and a consumer must only have to enter an e-mail address to do so.

“The biggest thing you do is make sure your opt-out pages are in compliance,” said Quinn Jalli, chief privacy officer at Datran Media.

The other rule that e-mail marketers need to pay close attention to is the role affiliates play in e-mail marketing. E-mail marketers that send e-mails from two or more brands have to decide on one of the brands to be the lead marketer. This marketer has to have their name in the “from” line, include content from their brand in the e-mail and must manage the unsubscribes with a link to unsubscribe in the e-mail. For example, if a computer company is selling a computer but also has an offer for another brand's printer in its e-mail, the computer company has to have its name in the “from” line and provide the option to opt out.

Loading links....
close

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here