One of the more important bits of guidance from the recent FTC CAN-SPAM rule updates relates to unsubscribing. As of July 7th, 2008, senders have to ensure that their unsubscribe process is easy and uncomplicated. Read on for details.

Specifically, senders cannot put any sort of road block in front of the unsubscribe process. The process cannot require a password before allowing a user to unsusbcribe. It can’t require that a recipient interact with more than a single Internet web page (if using a web-based mechanism, which just about everybody does). A sender may not charge a fee or display an advertisement as a requirement as a condition of accepting or honoring a recipient’s opt-out request.

Senders are also forbidden from requiring the subscriber from providing any information beyond their email address and their subscription preferences. This means you can’t require them to provide their username, an association code, or any other bits of data.

It is acceptable to link a user to a single internet web page, and on that page, have an unsubscribe button and checkboxes allowing the user to choose which lists they wish to unsubscribe from. And you can link to other pages, if you want, but those links can’t be required as part of the unsubscribe process. 

Some of the comments the FTC received from various companies and industry groups raised concerns that this sets a very loose standard for unsubscribing. Multiple reasons were identified --  the risk of typographical errors, computer security issues, online identity theft, and sabotage by competitors. The FTC rejected these concerns, indicating that they are “not persuaded that imposing additional requirements on consumers who are attempting to opt out would do anything to minimize the risk of these problems.”

If you’re using ExactTarget’s unsubscribe center and profile center links in your email, you’re all set. Your emails comply with this new rule. However, if you link to your own unsubscribe center or profile center, you should review how its processes work, and make sure that they are in compliance. If you’re not sure, please contact the Deliverability Services team for assistance.