How to manage a legitimate mailing list

Below are best-practice guidelines to assist you in maintaining an acceptable mailing list:

  • Administer confirmed ‘opt-in’ mailing lists where the recipient or would-be subscriber provides a positive response to an initial email e.g. the recipient replies to an email or clicks on a link in the email indicating consent.
  • A ‘remove’ or ‘unsubscribe’ link (an opt-out procedure) must be provided to make it easier for the recipient to revoke consent or to cancel their subscription. Mailings must cease promptly once a subscription is cancelled.
  • Mailing list administrators must take adequate steps to ensure that their lists are not used for abusive purposes.
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