Total Compliance: What the Changes in CAN-SPAM Mean for You


Published on

A webinar presented in June 2008 by UnsubCentral and the Email Sender and Provider Coalition that addressed the recnet additions to the CAN-SPAM Act

Published in: Business, Technology
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Total Compliance: What the Changes in CAN-SPAM Mean for You

  1. 1. Compliance A Webinar Presented by Total What the Changes in CAN-SPAM Mean for You
  2. 2. Introductions… John Engler VP & General Manager Moderator: Justin B. Weiss Associate Counsel
  3. 3. Agenda… <ul><li>Background & Context </li></ul><ul><li>Key Issues Raised in the NPRM </li></ul><ul><li>The Four New Points </li></ul><ul><li>Additional Commentary </li></ul><ul><li>Open Questions </li></ul>Agenda…
  4. 4. Did You Know? of email marketers are unaware of the CAN-SPAM Act and its requirements?* 81%
  5. 5. Background & Context CAN-SPAM Act Passed Adult Labeling Requirement First Rule Issued Notice of Proposed Rulemaking Final Rule Issued 2004 2005 2006 2007 2008 Final Rule In Effect
  6. 6. <ul><li>Multi-advertiser messages </li></ul><ul><li>Covered entities vs. covered messages </li></ul><ul><li>Valid physical postal address </li></ul><ul><li>Shortening the period of time to honor unsubscribes from 10 to 3 days </li></ul><ul><li>Impairing consumer’s opt-out choices </li></ul><ul><li>Forward-to-a-Friend </li></ul>Key Issues Of the NPRM
  7. 7. <ul><li>Liability may attach to any “person,” including non-natural persons </li></ul><ul><ul><ul><li>Individuals </li></ul></ul></ul><ul><ul><ul><li>Groups </li></ul></ul></ul><ul><ul><ul><li>Unincorporated associations </li></ul></ul></ul><ul><ul><ul><li>Limited or general partnerships </li></ul></ul></ul><ul><ul><ul><li>Corporations </li></ul></ul></ul><ul><ul><ul><li>Other business entities </li></ul></ul></ul>The 4 New Points #1
  8. 8. The 4 New Points #2 <ul><li>Multiple advertisers (“senders”) in the same message may designate one among them as a “designated sender” </li></ul><ul><ul><ul><li>Must be a true “sender,” as defined in the Act </li></ul></ul></ul><ul><ul><ul><li>Must be the only one of these senders in the “From” line </li></ul></ul></ul><ul><ul><ul><li>Must abide by all core compliance requirements </li></ul></ul></ul><ul><ul><ul><li>May be the only unsubscribe link and valid physical postal address </li></ul></ul></ul>
  9. 9. The 4 New Points #3 <ul><li>Cannot complicate the opt-out mechanism </li></ul><ul><ul><ul><li>No fees </li></ul></ul></ul><ul><ul><ul><li>No extraneous info beyond email address and unsubscribe preferences may be required </li></ul></ul></ul><ul><ul><ul><li>Reply email </li></ul></ul></ul><ul><ul><ul><li>Single-page web based opt out </li></ul></ul></ul>
  10. 10. The 4 New Points #4 <ul><li>Point 4: P.O. Boxes and Private Mailboxes okay </li></ul><ul><ul><ul><li>Satisfies “valid physical postal address” </li></ul></ul></ul><ul><ul><ul><li>Must be “accurately-registered” per USPS regulations </li></ul></ul></ul>
  11. 11. Additional Commentary <ul><li>Forward-to-a-Friend </li></ul><ul><ul><li>If no “procurement” or “inducement” to forward, then advertiser has not “initiated” the message and compliance is not required </li></ul></ul><ul><ul><li>If procurement is found, then full compliance required, and prior opt-out requests must be honored (i.e. unsub list must be scrubbed first) </li></ul></ul><ul><ul><li>Applies equally to automated mechanisms in the message, or traditional forward button in email client </li></ul></ul>
  12. 12. Additional Commentary <ul><li>10 day rule maintained </li></ul><ul><li>No safe harbor for “affiliate” messages </li></ul><ul><li>Most messages require “primary purpose analysis </li></ul><ul><ul><li>Legal </li></ul></ul><ul><ul><li>Debt collection </li></ul></ul><ul><ul><li>Copyright infringement and market research </li></ul></ul><ul><ul><li>Free services </li></ul></ul><ul><ul><li>Online groups / listservs </li></ul></ul><ul><ul><li>Negotiations, B2B </li></ul></ul><ul><ul><li>Associations and its members </li></ul></ul><ul><ul><li>Unsolicited newsletters </li></ul></ul><ul><ul><li>Prospective employee messages </li></ul></ul>
  13. 13. Open Questions <ul><li>Designated sender implementation </li></ul><ul><ul><ul><li>“ From lines” </li></ul></ul></ul><ul><ul><ul><li>How can list owners “advertise or promote” themselves in the message so as to become the “designated sender”? </li></ul></ul></ul><ul><li>Forward-to-a-Friend compliance </li></ul><ul><ul><ul><li>What counts as “inducement” in the absence of consideration? </li></ul></ul></ul><ul><ul><ul><li>How to comply with CAN-SPAM when consumer forwards using email client? </li></ul></ul></ul>
  14. 14. <ul><li>John Engler, [email_address] </li></ul><ul><li>Justin B. Weiss, [email_address] </li></ul>Contact Information Thank You! Questions?