CAN-SPAM Update Shouldn’t be Issue (for most)

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.

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