Do

Include a free opt-out mechanism that is available through a single web page, replying to the email message, and through an unsubscribe button.

Don’t

Make the unsubscribe process long and confusing, or require unsubscribers to log in to a preference center using their user name and password.

Do

Only require unsubscribers to enter their email addresses to opt-out of your lists .

Do

Honor all opt-out requests within 10 days.

Do

Include your valid postal address and return email address on all messages.

Do

Write a valid subject line and header (routing) information.

Don’t

Use false or misleading transmission information.

Don’t

Use deceptive subjects or headings.

Do

Clearly identify sole sender of the message.

Do

Clearly identify the message as an advertisement or solicitation.

Do

Comply with the sexually-explicit labeling rule, if applicable.