Basic "Truth in Advertising" Doctrine

Senders should not falsify the subje subject line to mislead readers and deflect them from the content of the email message.

Key requirements :

• Apply the basic 'truth in advertising' doctrine
• Pick a subject which highlights your business relationship with the recipient
• Avoid phrases like "Free offer" or subject line content that may be susceptible to incoming mailfiltering.

It is acceptable for marketers to:

• Employ effective teaser copy within the subject line but not intentionally
• contain fraudulent information
• Insert merge fields, e.g. a person's first name, into a subject line as a further method of
• personalisation

It is NOT acceptable for marketers to:

• Use RE: or FW: in the subject line

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