What is CAN-SPAM?

CAN-SPAM is the U.S. federal law that sets the rules for commercial email. It requires that your emails use accurate "from" and header information, carry non-deceptive subject lines, identify the message as an advertisement where relevant, include a valid physical postal address, and offer a clear, working way to opt out — with unsubscribe requests honored promptly.

Importantly, CAN-SPAM does not ban cold email outright; it regulates how you send it. Compliance is largely about honesty and giving recipients control: no hiding who you are and no making it hard to leave. Penalties can be significant per violating email, so the mechanics matter.

Because opt-outs must be processed quickly and reliably, this is another area where automated suppression lists and consent management do the heavy lifting in a real outbound program.