What is CAN-SPAM opt out and what does it require? Find out how to set up for the US CAN-SPAM Act using the explanation and example below.
The CAN-SPAM Act is a federal regulation that sets the rules for commercial messages, including email.
Under CAN-SPAM, you must provide the option to opt-out of further communication when sending any electronic commercial message of which the primary purpose is “the commercial advertisement or promotion of a commercial product or service”.
CAN-SPAM opt-out, therefore, refers to the legally required option to opt out of contact, which must be provided to recipients in accordance with the rules listed below.
This article is a part of our series on compliance for websites and apps. Read also:
Under the Act, you do not need consent prior to adding users located in the US to your mailing list or sending them commercial messages, however, it is mandatory that you provide users with a clear means of opting out of further contact.
The main CAN-SPAM Requirements are listed below.
The law makes no exception for B2B (business to business) contact, which must, therefore, also follow the rules.
You can read about exemptions from the CAN-SPAM rules here.
A practical way to implement CAN-SPAM opt out would be to simply include an “unsubscribe” link in the email or message, together with a statement informing the user of the option to opt out (as legally required).
For example: “You are receiving this business communication from [Business Name] as you have expressed your interest in [our products and services]. If you no longer wish to receive these communications, you can unsubscribe by clicking here”.
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