What if the Email has Several Advertised Product/Services from Different Businesses?
If an email advertises or promotes the goods, services, or websites of more than one business, the law allows the advertisers [whose goods, services, or websites are advertised or promoted in the email] to designate one of the advertisers as the “sender” for purposes of complying with the Act as long as the designated advertiser or sender:
* meets the CAN-SPAM Act’s definition of “sender,” meaning that they initiate a commercial message advertising or promoting their own goods, services, or website;
* is specifically identified in the “from” line of the message; and
* comply with the “initiator” provisions of the Act, such as ensure the header and routing information is correct, a proper subject line is included as well as a valid postal address, and a working opt-out link.
If the designated sender doesn’t comply with the responsibilities the law gives to initiators, all advertisers in the message may be held liable as senders.
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