On July 7, 2008, the latest CAN-SPAM updates from the Federal Trade Commission take effect.  There are a few things you should be aware of that will most likely impact industrial marketers.

You can only ask for an email address to process an opt-out (unsubscribe).  The goal of the act is to make it simple and easy for a subscriber to unsubscribe.  That means if you ask subscribers to login with a password to manage preferences, you will need to change the process. 

Also a subscriber should only have to visit one web page or send a reply email in order to opt-out.

If you’ve been concerned about who is responsible for opt-outs when you advertise in another company’s email/enewsletter, the new updates make it much clearer that the "sender" is responsible.  The "sender" is considered the company/person that initiated the message.  A good rule of thumb to follow is if your company is listed in the "from" line of the email, you are responsible for making sure the communication is CAN-SPAM compliant. 

Read MarketingSherpa’s article:  "CAN-SPAM Update: Have You Compiled with the New Rules Yet?" for a more detailed overview.

Other related links:

B2B’s "FTC updates CAN-SPAM rules"

"FTC Approves New Rule Provision Under the CAN-SPAM Act"

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