Anti-spam law

Updated September 30, 2026

In one sentence

An anti-spam law sets the rules for sending promotions by email or text. It protects people from messages they didn’t ask for.

A manicurist applying polish to a customer’s nails

Three rules that keep coming back

From one country to another, the same rules often come back: get the person’s agreement, say clearly who is sending the message, and offer a simple way to unsubscribe. The European Union, the United Kingdom, Canada and Australia generally require consent before sending. There are narrow exceptions, for example for a customer who already bought a similar product. The United States doesn’t require prior consent for email. But the sender must identify themselves, give a postal address and apply unsubscribe requests within 10 business days.

What it changes for your card

A customer who adds your card to their phone isn’t agreeing to your promotions. Offer a separate box, never pre-checked, and keep the date and the text that was accepted. Every message must then say who is sending it and how to unsubscribe.

Every country has its own rules

Penalties, exceptions and deadlines vary. Check the rules in the country where your customers live, and in the country where your business is based.

Example

At sign-up, a nail salon offers an unchecked box: “Get the salon’s offers by email.” Every email sent afterwards carries the salon’s name, its address and a link to unsubscribe.

Sources

General information, not legal advice. Rules differ from one country to another and change over time: for your situation, consult a legal professional.

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