E-mail is a cheap and quick way to promote a product or services, but advertisers should remember that the claims they make for the product or the service must be truthful. This includes honoring any promises made to remove subscribers from their mailing list.
If the e-mail claims that the person can unsubscribe and no longer receive any future messages by following instructions like “click here to unsubscribe”, all removal options must work as claimed. This means that the process of unsubscribing must successfully work. All removal claims in the email must be reviewed to make sure that any representations being made is complied with. If the e-mail includes a hyperlink to unsubscribe, the hyperlink should be accessible and functional. If the individual needs to contact an e-mail address to unsubscribe, the address must be able to receive removal requests.
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