What is can-spam act?
The CAN-SPAM Act is the US law governing commercial email. It permits sending to business contacts on an opt-out basis, provided you identify yourself honestly, avoid deceptive subject lines, include a physical address, and honour unsubscribe requests promptly.
CAN-SPAM is the rulebook for commercial email in the United States, and its core stance surprises people: it's opt-out, not opt-in. You don't need prior consent to send a commercial email to a business contact. What you do need is to play fair once you send.
The requirements are concrete. Don't use false or misleading header information or deceptive subject lines. Identify the message as an advertisement where required. Include a valid physical postal address. Provide a clear way to opt out, and honour opt-out requests within ten business days. Keep an eye on anyone sending on your behalf, because you're responsible for their compliance too.
Penalties give the rules teeth — each separate violation can draw a substantial fine — but compliance is genuinely straightforward for any honest sender. The law isn't trying to stop legitimate B2B outreach; it's trying to stop deception and make opting out easy.
CAN-SPAM governs US sending specifically. If you email contacts in the EU or UK, GDPR and local e-marketing rules apply on top, often with a higher bar (a legitimate-interest basis and clearer notice). Sending internationally means meeting the strictest rule that applies to each recipient, not just the US baseline.
Frequently asked questions
Does CAN-SPAM require opt-in consent?
No. CAN-SPAM is opt-out: you can email a business contact without prior consent, provided you identify yourself honestly, avoid deception, include a physical address, and honour unsubscribe requests promptly.
How quickly must I honour an unsubscribe?
Within ten business days under CAN-SPAM. You also can't charge a fee, require any information beyond an email address, or make the recipient take more than a single step to opt out.