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What is a privacy policy and why, as a Certified sender, do I need one?

A privacy policy gives subscribers information about your company's email program, including what you do with their email addresses.

As an example, Facebook has a good privacy policy.

The need 
By telling users what you will do with their emails through a privacy policy that is easy to access and understand, you can build trust with them and improve their customer experience. You will also remain compliant with email laws such as the Controlling the Assault of Non-Solicited Pornography And Marketing (CAN-SPAM) Act of 2003 and the California Online Privacy Protection Act (CA OPPA) of 2003.

Requirements for creating or updating a privacy policy
The Certification program, along with laws regulating commercial email, require that your privacy policy:

  • Provides a link with clear unsubscribe instructions for your mail and any of your sending partners' mail (CAN-SPAM)
  • Includes a postal address for your company and any partner companies (CAN-SPAM)
  • Is linked from all points of collection, including the front page of your website (CA OPPA)
  • Tells users what information is gathered and how it might be shared (CA OPPA)
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