This week the Federal Trade Commission announced the approval of four new rule provisions under the Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 (CAN-SPAM). CAN-SPAM outlines rules that every e-mail marketer (aka anyone with an e-mail list) must follow.
One of these four provisions says “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”. This has major implications for anyone with an e-mail list, impacting what can be required on sign-up, password requirements and privacy policies.
The FTC website has not yet been updated with the new provisions. The Email Experience Council is following developments and will probably be a great source of guidance as the meaning of the new rules is sorted out and defined.