“Remove Me” Responses and Responsibilities: Email Marketers Must Honor “Unsubscribe” Claims
In April 2002, the Federal Trade Commission (“FTC”) issued an alert reminding email marketers of their responsibility to honor unsubscribe claims in their communications. As email marketing becomes a popular and cost-effective way to promote products, marketers must ensure that any promises made regarding the ability to opt-out from future emails are fulfilled. This means that if an email includes options like "click here to unsubscribe" or "reply for removal," these must function properly.
Marketers are urged to verify that their unsubscribe mechanisms work effectively, including ensuring that any hyperlinks are active and that provided email addresses for removal are valid and capable of receiving requests. The FTC emphasizes that deceptive advertising, including misleading unsubscribe claims, is prohibited under the Federal Trade Commission Act. Additionally, any disclaimers or disclosures must be clear and easily understood by consumers, as a mere disclaimer cannot rectify false claims. Marketers are also reminded to fulfill any promised refunds to dissatisfied customers. Overall, the alert serves as a crucial reminder for email marketers to maintain honesty and transparency in their advertising practices.
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For more information, see here: www.ftc.gov
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