FTC Updates CAN-SPAM Rules
The Federal Trade Commission on Tuesday updated CAN-SPAM Act regulations in a move that will make it easier for e-mail recipients to opt out of unwanted e-mails. The new regulations also more clearly define what’s expected of marketers.
The most significant change for b-to-b marketers out of the four updated provisions relates to the word "sender." In the past, those who worked with affiliates, rented lists or advertised in other companies’ newsletters or e-mail marketing messages may have been confused about who was responsible for providing an opt-out link and removing e-mail addresses.
