Email marketing rules by country

You need someone's consent before sending them marketing emails, unless the soft opt-in for existing customers (or, for charities, supporters) applies.

Every marketing email needs a valid, simple way to opt out, free apart from the cost of sending it, and you should act on opt-outs promptly.

Marketing emails must not hide who they're sent for, must give a valid address to opt out, and must be clearly identifiable as marketing from a named sender.

A prize draw promoted by email must have a genuinely free way to enter, and the email must state the key terms, including the closing date, prizes and how to enter.

Alcohol emails must be socially responsible, aimed only at adults, show no one under 25 drinking, and never sell drinking as a route to confidence, sex, success or getting drunk.

People can ask for a copy of their data, for it to be corrected or deleted, or to stop direct marketing. You must respond within one month, which can be extended by up to two more for complex or repeated requests.

You need a person's clear opt-in consent before sending them marketing emails, unless the existing-customer exception applies, which includes a 12-month time limit.

Every marketing email needs a valid address to opt out, opting out must be easy and free, and emailing someone who has objected is a criminal offence.

Marketing emails must not hide who they're sent for, must include a valid contact address, and must be clearly identifiable as marketing from a named sender.

A draw run to market a product needs no lottery permit or licence if total prizes are worth €2,500 or less and nothing is charged beyond the product itself. Say the key terms clearly.

Irish law bans advertising multi-buy, bundle, loyalty-point and 3-day-or-shorter price offers on alcohol, and any price below the minimum. The ASA Code also requires adult-only, responsible content.

People can ask for a copy of their data, for it to be corrected or erased, or to stop direct marketing. You must respond within one month, which can be extended by two more months for complex or numerous requests.

Germany is strict opt-in for consumers and businesses alike: you need prior express consent before sending a marketing email, unless the narrow existing-customer exception applies, and double opt-in is the expected way to prove it.

Every marketing email needs a valid address where people can ask you to stop, at no cost beyond basic transmission, and existing customers must be told in every email that they can object.

The sender and the commercial nature of an email must not be hidden in the from line or subject line, offers and prize draws must be clearly labelled with easy-to-find terms, and your website needs a full Impressum.

People can ask for a copy of their data, for it to be corrected or erased, or to stop direct marketing. You must respond within one month, which can be extended by two more months for complex or numerous requests.

The US is opt-out. You don't need prior consent to send commercial email, but every message must be honest, identify you and let people stop future emails.

Every commercial email needs a clear opt-out that works for at least 30 days, and you must stop emailing anyone who opts out within 10 business days.

Commercial emails need honest header details and subject lines, a clear note that they're ads, and a valid physical postal address for the sender.

A sweepstakes promoted by email must be free to enter, must not hint that buying helps, and the email must give the key rules. Some states add registration and bonding.

Alcohol emails must name the responsible advertiser and the product class, avoid misleading or health claims, and go only to people who have confirmed they are 21 or over. States add their own rules.

There's no single federal rule, but California's privacy law (CCPA) gives people the right to know, delete and correct their data: businesses must respond within 45 calendar days, extendable once by another 45.

Canada is opt-in. You need express or implied consent before you send a commercial email, and implied consent usually runs out after 2 years, or 6 months for inquiries.

Every commercial email needs a free, easy unsubscribe that works for at least 60 days, and you must act on each request within 10 business days.

Every commercial email must name the sender and anyone it's sent for, give a mailing address and one other contact, valid for 60 days, with no misleading sender or subject details.

A contest promoted by email must fairly disclose the number and value of prizes, regional limits and the odds, pick winners by skill or at random, and award prizes without undue delay.

Canada has no national alcohol rule written for email. Provincial liquor regulators set the advertising and price promotion rules for licensees and makers, and they differ by province.

Under PIPEDA, people can ask for access to the personal information you hold about them. You must respond within 30 days, which can be extended by up to 30 more in some cases. Not responding counts as a refusal.

Australia is opt-in. You need express consent, or consent that can reasonably be inferred from an ongoing relationship, before sending a marketing email.

Every marketing email needs a clear, free, working unsubscribe that keeps working for 30 days, and you must act on each request within 5 working days.

Every commercial email must clearly and accurately identify who authorised it and how to contact them, and those details must stay valid for at least 30 days.

Prize draws are trade promotion lotteries run under state and territory law, and some need a permit. The prizes must be given as offered and the email must not mislead.

The ABAC code covers alcohol marketing in any medium. Alcohol emails must not be sent to under-18s, must stop when someone asks, and must not show anyone under 25 in a visually prominent way.

Under the Privacy Act, people can ask for access to their personal information and for it to be corrected. Organisations must respond within a reasonable period, which the OAIC says should generally not exceed 30 calendar days.

New Zealand is opt-in. You need express, inferred or deemed consent before sending a marketing email, and it's up to you to prove you had it.

Every marketing email needs a clear, free unsubscribe that works for at least 30 days, and you must stop emailing within 5 working days of a request.

Every marketing email must clearly and accurately say who authorised it and how to contact them, and those contact details must work for at least 30 days.

A sales promotion draw must cost nothing extra to enter beyond the normal price, all conditions including the promotion period must be clear, and prizes must be given as offered.

It is an offence for a business to advertise alcohol discounts of 25% or more, free alcohol, or prizes for buying alcohol, outside narrow exceptions, or to promote alcohol in a way that appeals to minors.

Under the Privacy Act 2020, people can ask for access to their personal information and for it to be corrected. You must decide and tell them as soon as reasonably practicable, and no later than 20 working days after receiving the request.