Is it acceptable to include ads in email footers to other brands?
Michael Ko
Co-founder & CEO, Suped
Published 16 Jul 2025
Updated 18 Aug 2025
6 min read
Email footers are often seen as a necessary evil, a place to put legal disclaimers and unsubscribe links. However, they also present a small, consistent space for branding and sometimes, even promotion. The question of including ads for other brands in an email footer, especially in bulk sends, brings up a mix of considerations ranging from legal compliance and deliverability to brand perception and user experience.
My initial thought on seeing such an ad is that it feels a bit out of place, especially if the advertised brand does not align directly with the original opt-in context. It can feel like a departure from the implicit agreement made when a recipient chose to subscribe to your content. Yet, some argue that monetizing email messages through advertising is a valid business strategy, provided it is done thoughtfully.
This practice certainly isn't as common as simply promoting your own products or services in the footer. Most email footers focus on essential information like contact details, social media links, and company logos. Adding third-party advertisements introduces a new layer of complexity that warrants careful consideration.
Legal and compliance considerations
When you include any form of advertising in your emails, especially for other brands, legal compliance becomes paramount. Laws like the CAN-SPAM Act in the U.S. and GDPR in Europe require specific disclosures and consent mechanisms. While these primarily focus on the sender's identity and unsubscribe options, the nature of the advertising itself can also fall under legal scrutiny.
For instance, if you are acting as an affiliate, there might be regulations around disclosing that relationship. The FTC's Endorsement Guides apply to testimonials and endorsements, which could extend to how third-party ads are presented. Misleading claims or deceptive advertising, regardless of whose product it is, can lead to significant penalties and damage to your brand's credibility. It's crucial to understand the implications of including promotional content in any email type.
Furthermore, your email service provider (ESP) or marketing platform may have Acceptable Use Policies (AUPs) that prohibit reselling ad space or similar functionalities. Violating these policies can result in your account being suspended or terminated, irrespective of external legal compliance. Always review your agreements carefully.
Unsubscribe link: A clear, conspicuous unsubscribe mechanism is mandatory.
Affiliate disclosure: If using affiliate links, disclose the relationship clearly.
Deliverability impact and sender reputation
Email deliverability can be subtly yet significantly impacted by the content within your footer. Internet Service Providers (ISPs) and spam filters analyze every part of an email, including links. If your footer includes links to domains with a poor reputation, or if the ads are perceived as spammy, it can negatively affect your sender reputation and cause your emails to land in the spam folder.
The type of links you include matters. An email with too many external links, especially those that redirect multiple times or use link shorteners, can trigger spam filters. Even if your main email content is pristine, a problematic footer can still drag down your overall deliverability. This is why it's important to understand how linking to external sites impacts deliverability.
Furthermore, if the brands you are advertising happen to be associated with spam or poor sending practices, your domain could end up on a blocklist (or blacklist). This association can be indirect but still harmful. ISPs may see your emails as part of a larger network of senders that includes problematic advertisers. The consequences of being added to a blacklist can include severe drops in email deliverability and inbox placement.
It is always best practice to ensure that all elements of your email, including the footer, contribute positively to your sender reputation. While some companies successfully rent ad space in emails, it usually involves carefully vetted partners and relevant advertisements. The key here is relevance and transparency, coupled with robust blocklist monitoring.
User experience and brand perception
Beyond legalities and deliverability, the most immediate impact of third-party ads in your footer is on your brand and the recipient's experience. An email footer is an extension of your brand identity. It should reinforce trust and provide helpful information. Introducing external ads can dilute your primary message and potentially confuse recipients, especially if the ad's branding or content is inconsistent with your own.
Consider the recipient's perspective. They opted in to receive emails from your brand, not necessarily from a host of others. Unexpected third-party advertisements can feel intrusive or like a breach of trust. This might lead to increased unsubscribe rates or, worse, spam complaints, which will definitely impact your domain reputation. A strong email footer reinforces your identity, as discussed by Campaign Monitor.
While there's a drive to monetize every touchpoint, the long-term impact on subscriber loyalty and brand perception must be weighed against short-term advertising revenue. Focusing on valuable content and a consistent brand experience usually yields better results in the long run. If you are exploring new customer acquisition through partners, direct partnerships or co-marketing initiatives are generally safer and more effective than embedding third-party ads.
Best practices for email footers
Essential information: Include your company name, address, and unsubscribe link.
Branding: Maintain brand consistency with logos and color schemes.
Privacy & Legal: Link to privacy policy and terms of service.
Legal issues: Non-compliance with advertising or privacy regulations.
Views from the trenches
Best practices
Always prioritize your subscribers' experience and the core value of your email content.
If monetizing, ensure affiliate ads are highly relevant and clearly disclosed to maintain trust.
Regularly monitor your email deliverability and sender reputation metrics.
Review your ESP's Acceptable Use Policy regarding third-party advertising in emails.
Conduct A/B tests to measure the impact of footer ads on engagement and complaints.
Common pitfalls
Including irrelevant or untargeted ads that disrupt the user experience.
Failing to disclose affiliate relationships or other legal requirements for advertising.
Linking to domains with poor sender reputations, harming your own deliverability.
Over-optimizing the footer with too many links or distracting elements.
Assuming all recipients are comfortable with third-party advertising in your emails.
Expert tips
Consider a dedicated newsletter or a separate email stream for partner promotions.
If using ads, ensure they are seamlessly integrated and visually align with your brand.
Focus on quality over quantity for any external links in your footer.
Use email footers primarily for essential information and brand reinforcement.
Evaluate long-term brand equity against short-term ad revenue benefits.
Marketer view
Marketer from Email Geeks says if the ad resonates with the audience and isn't causing deliverability problems, there shouldn't be an issue, as monetizing email messages is a common practice.
2023-06-13 - Email Geeks
Expert view
Expert from Email Geeks says senders should check their ESP's AUP language, as it might contain provisions against reselling access or functionality, which could prohibit third-party ads.
2023-06-13 - Email Geeks
Striking the right balance
Ultimately, whether it's acceptable to include ads for other brands in your email footers depends on a careful balance of legal obligations, potential deliverability risks, and maintaining positive subscriber relationships. While there are instances where this can be done effectively, it often requires a strategic approach to ensure the ads are relevant and do not detract from your primary brand message.
For most businesses, the footer is best reserved for critical information like unsubscribe links, physical addresses, and links to privacy policies or social media. If you choose to explore monetization through third-party ads, proceed with caution, prioritize relevance, and monitor your email performance closely to prevent any unintended negative consequences for your sender reputation and subscriber engagement.
