Requiring a login to unsubscribe from emails is widely considered illegal and detrimental, as it violates established email marketing laws like CAN-SPAM, CASL, GDPR, and the Spam Act 2003. Experts, marketers, and regulatory bodies such as the FTC and CRTC agree that unsubscribe processes must be simple, clear, and easily accessible, typically requiring no more than entering an email address and clicking a confirmation link. Requiring logins adds unnecessary friction, leading to negative user experiences, increased spam reports, damaged sender reputations, and potential legal repercussions. Providing a one-click unsubscribe option is highly recommended as a best practice to ensure compliance and maintain a healthy email list.
9 marketer opinions
Requiring a login to unsubscribe from emails is generally considered illegal under laws like CAN-SPAM, CASL, and GDPR. It adds unnecessary friction to the opt-out process, leading to negative user experiences, damaged sender reputations, and increased spam reports. A simple, one-click unsubscribe process is crucial for compliance and maintaining a healthy email list.
Marketer view
Marketer from Email Geeks explains that setting aside legalities, this is why people just sigh and mark it as spam instead.
1 Aug 2023 - Email Geeks
Marketer view
Marketer from Email Geeks explains that requiring you to login in to unsubscribe is a huge no no
14 Jul 2022 - Email Geeks
5 expert opinions
Requiring a login to unsubscribe from emails is generally considered a violation of email marketing laws such as CAN-SPAM, CASL, and potentially others. Regulatory bodies like the FTC and CRTC explicitly state that this practice is illegal. While it might be an easy mistake for web developers to make, it's crucial to avoid it and provide a simple unsubscribe mechanism, ideally a one-click option. Any unsubscribe process that requires more than entering an email address and clicking a confirmation link is likely non-compliant.
Expert view
Expert from Email Geeks shares that the FTC and the CRTC explicitly call out requiring a login to unsubscribe as a violation of the law.
13 Oct 2023 - Email Geeks
Expert view
Expert from Email Geeks shares that it's an easy mistake for web developers to make, but should be avoided.
6 Mar 2022 - Email Geeks
5 technical articles
Multiple regulatory bodies, including the FTC, Canadian government, and Australian Communications and Media Authority (ACMA), along with platforms like Mailchimp, emphasize that unsubscribe processes must be simple, clear, and easy to use. Laws such as CAN-SPAM, CASL, GDPR, and the Spam Act 2003 dictate this. Requiring a login to unsubscribe is generally considered a violation of these regulations as it adds unnecessary difficulty to the opt-out process, harming sender reputation and potentially leading to legal breaches. Providing a one-click unsubscribe option is a recommended best practice.
Technical article
Documentation from fightspam.gc.ca explains that under Canada's Anti-Spam Legislation (CASL), unsubscribe mechanisms must be easily performed, and an unsubscribe request must be processed within 10 business days. Requiring login could be interpreted as making the process difficult.
7 Apr 2025 - fightspam.gc.ca
Technical article
Documentation from Mailchimp.com explains that unsubscribe processes should be clear and easy to use. Requiring a login goes against best practices and could harm sender reputation. They suggest providing a one-click unsubscribe link.
2 Mar 2024 - Mailchimp.com
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