{"id":96983,"date":"2016-02-23T08:33:23","date_gmt":"2016-02-23T08:33:23","guid":{"rendered":"https:\/\/mailrelay.com\/blog\/2026\/09\/30\/email-marketing-compliance-rules-for-a-legal-campaign\/"},"modified":"2026-09-30T04:13:46","modified_gmt":"2026-09-30T04:13:46","slug":"email-marketing-compliance-rules-for-a-legal-campaign","status":"publish","type":"post","link":"https:\/\/mailrelay.com\/en\/blog\/2016\/02\/23\/email-marketing-compliance-rules-for-a-legal-campaign\/","title":{"rendered":"Email Marketing That Complies with the Law: Rules for a Legal Campaign"},"content":{"rendered":"<p>How do you run a <a href=\"https:\/\/mailrelay.com\/en\/blog\/2023\/03\/21\/effective-email-marketing-campaign\/\" target=\"_blank\" rel=\"noopener\">legal email marketing campaign<\/a>? There are many legal requirements we need to take into account. Let&#8217;s look at what they are and how to launch campaigns that comply with the law.<!--more--><\/p>\n<p>Email marketing is an undisputed business strategy.<\/p>\n<p><strong>Having a good mailing list<\/strong> that we can address directly is the most powerful asset of any business, and that is why you should take care of it from the start.<\/p>\n<p>The success of any campaign will depend on the quality of your mailing list, and for that reason you need to know all the rules that regulate commercial communications by electronic means.<\/p>\n<div class=\"mr-legacy-box\">\n<div class=\"mr-legacy-box-title\">Sending unsolicited email (SPAM) can be considered a serious infringement<\/div>\n<div class=\"mr-legacy-box-text\">With fines of up to EUR 150,000, and even heavier penalties if the commercial communications are sent in bulk to multiple recipients and\/or repeatedly. (article 38.4.d of the LSSI). If there is also a personal data infringement, the GDPR provides for additional fines of up to EUR 600,000<\/div>\n<\/div>\n\n<h2>The rules to bear in mind in a legal email marketing campaign<\/h2>\n<p>You can&#8217;t manage a subscription list or run an <a href=\"https:\/\/mailrelay.com\/en\/\" target=\"_blank\" rel=\"noopener\">email marketing campaign<\/a> if you don&#8217;t know the legal rules that govern them, which are essentially two:<\/p>\n<ul>\n<li><strong>The LOPD<\/strong> (Organic Law on Data Protection): The LOPD protects personal data, that is, it only affects the processing of data of natural persons and regulates the rights and obligations regarding this information<\/li>\n<li><strong>The LSSI<\/strong> (Law on Information Society Services and Electronic Commerce): The LSSI makes no distinction between natural and legal persons; it regulates all the communications you carry out electronically, whether with individuals or with companies<\/li>\n<\/ul>\n<p>But many companies and professionals are unaware of these rules that make email marketing legal, or simply don&#8217;t comply with them, and this oversight can be the worst strategic mistake you can make.<\/p>\n<p>Think of any of these 3 situations:<\/p>\n<p><strong>1#.<\/strong> Have you ever thought about buying a database for your marketing campaigns?<\/p>\n<p><strong>2#.<\/strong> Has it ever occurred to you to grab contact emails from other websites or the internet to run an email marketing campaign?<\/p>\n<p><strong>3#.<\/strong> Do you add to your subscription list everyone who contacts you, gives you their business card or whom you bump into at the bar?<\/p>\n<p>If you answered yes to any of these 3 situations, you know nothing about the LOPD and the LSSI, and you know even less about effective email marketing.<\/p>\n<p>It is important to bear in mind that, thanks to the LOPD and the LSSI, our inbox is not crammed with messages from people or companies we don&#8217;t know at all.<\/p>\n<p>Among other things, both regulations aim to prevent users from being overexposed to <a href=\"https:\/\/mailrelay.com\/en\/blog\/2023\/02\/21\/what-is-spam-how-to-prevent-emails-from-landing-in-the-spam-folder\/\" target=\"_blank\" rel=\"noopener\">SPAM<\/a> and misleading advertising. Without them, almost our entire working day would be spent deleting unwanted emails.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-11278 size-full\" title=\"spam in email marketing\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/02\/e-mail-marketing.png\" alt=\"spam in email marketing\" width=\"630\" height=\"445\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/02\/e-mail-marketing.png 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/02\/e-mail-marketing-300x212.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/02\/e-mail-marketing-110x78.png 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/p>\n<h2>The rules for legal email marketing<\/h2>\n<h3><strong>\u25ba The first rule for legal email marketing is to notify the Spanish Data Protection Agency (AEPD) of the existence of this file.<\/strong><\/h3>\n<p>Once the file has been identified according to the purpose of the processing (customers, users, subscribers, employees, etc.), declaring it to the AEPD is a mandatory and essential requirement for you to be able to manage the information of those people and get in touch with them.<\/p>\n<p>Storing data, even if you don&#8217;t send any information, also counts as processing, and therefore you must register that file beforehand.<\/p>\n<p>Duly notify and register with the AEPD the files containing the personal data of the campaign recipients; normally this means declaring the file of the website&#8217;s users and subscribers.<\/p>\n<p>In that declaration, don&#8217;t forget to report the international transfer of data if you run your email marketing with Mailchimp, which has its servers in the US, because of the <a href=\"https:\/\/mailrelay.com\/en\/glossary\/safe-harbor\/\" target=\"_blank\" rel=\"noopener\">end of Safe Harbor<\/a>.<\/p>\n<h3>\u25ba The second rule for legal email marketing is information<\/h3>\n<p>This is a fundamental principle of the LOPD: the user&#8217;s right to be informed, as established in article 5 of the LOPD.<\/p>\n<blockquote>\n<p style=\"text-align: center;\">Whenever you send an email or newsletter, remember that the sender must be clearly identified. Don&#8217;t forget to include all your details in your communications and always give people the chance to withdraw their consent to receive commercial information.<\/p>\n<\/blockquote>\n<p>Before requesting personal data on a website or blog, users must first be informed expressly, precisely and unambiguously:<\/p>\n<blockquote><p>a) of the existence of a file or processing of personal data, the purpose of collecting it and the recipients of the information<\/p>\n<p>b) of whether their answers to the questions asked are compulsory or optional<\/p>\n<p>c) of the consequences of providing the data or of refusing to provide it<\/p>\n<p>d) of the possibility of exercising their rights of access, rectification, cancellation and objection<\/p>\n<p>e) of the identity and address of the data controller or, where applicable, of their representative<\/p><\/blockquote>\n<p>The regulation establishes that every web page from which personal data is collected must include, clearly visible, the information referred to in article 5 of the LOPD, which the user must be able to obtain easily, directly and permanently.<\/p>\n<blockquote>\n<p style=\"text-align: center;\">Are you doing this on your website?<\/p>\n<\/blockquote>\n<p>To guarantee this right, it is recommended to include on all those pages a suitably labeled text or button which, when selected with a \u201cclick\u201d, gives access to that information, such as \u201cI accept the Privacy Policy\u201d with a link to it, or an informative note at the foot of the contact form (the one I recommend)<\/p>\n<h3>\u25ba The third rule for legal email marketing is consent<\/h3>\n<p>The most important thing is to understand that the main difference between legal email marketing and being a spammer lies in consent.<\/p>\n<blockquote>\n<p style=\"text-align: center;\">What does consent mean?<\/p>\n<\/blockquote>\n<p>It means that every person whose personal data is collected gives their authorization for it to be used for the specific purpose for which it was requested, that is: to send them newsletters, promotional emails, etc.<\/p>\n<p>You should know that among the fundamental rights that citizens have is that of <strong>informational self-determination<\/strong>, that is, the power of every person to exercise control over their own personal information.<\/p>\n<p>Therefore, it is in email marketing that consent takes on special importance, because it is the expression of the citizen&#8217;s own will regarding their personal data.<\/p>\n<p>In an email marketing campaign, consent must be obtained before personal information is used for commercial purposes.<\/p>\n<p>For consent to be valid, it must have these characteristics:<\/p>\n<ul>\n<li>Be given beforehand<\/li>\n<li>Be specific<\/li>\n<li>Be unambiguous<\/li>\n<li>Be informed<\/li>\n<\/ul>\n<p>When a user voluntarily provides their personal data through a subscription form, it is understood that they <strong>consent to the processing<\/strong> of that data on the terms they were duly informed of at the time of collection, that is, subscribing to a newsletter; if you also plan to send offers and advertising, you must state this on the form itself or in your blog&#8217;s privacy policy.<\/p>\n<p>Therefore, <strong>how the data was obtained marks the line between what is legal and what is not.<\/strong><\/p>\n<p>What you should never forget:<\/p>\n<table>\n<tbody>\n<tr>\n<td style=\"border: 1px solid blue; padding: 5px;\"><strong>All commercial communication must have been previously requested or expressly consented to by the recipient, unless there is a prior commercial relationship or it has been obtained from publicly accessible sources.<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Everything else is SPAM and, as such, subject to penalties and discredit.<\/p>\n<p>Remember:<\/p>\n<ul>\n<li>You must never buy databases<\/li>\n<li>You must never harvest email addresses from web pages (they are not publicly accessible sources)<\/li>\n<li>You must never use data that doesn&#8217;t meet these conditions; not only is it illegal, I assure you it is also completely ineffective.<\/li>\n<\/ul>\n<h3>\u25ba The fourth rule for legal email marketing is the right to object to further communications<\/h3>\n<p>A key aspect of legal email marketing is the user&#8217;s right to unsubscribe from your list.<\/p>\n<blockquote>\n<p style=\"text-align: center;\">As provided in section 5 of article 4 of the LOPD, <em>\u201cpersonal data shall be canceled on the initiative of the data controller when they are no longer necessary or relevant for the purpose for which they were collected. They shall likewise be canceled when so requested by the data subject<\/em>\u201d<\/p>\n<\/blockquote>\n<p>Therefore, if users are inactive, you must remove them from your list, and of course whenever the user so requests. In this respect, it is an advantage to work with platforms like Mailrelay that automate this process and save you nasty surprises.<\/p>\n<p><strong>Conclusion<\/strong><\/p>\n<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-11279 size-full\" title=\"effective marketing\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/02\/e-mail-marketing-2.png\" alt=\"effective marketing\" width=\"630\" height=\"420\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/02\/e-mail-marketing-2.png 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/02\/e-mail-marketing-2-300x200.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/02\/e-mail-marketing-2-110x73.png 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/strong><\/p>\n<p>For marketing to be effective and legal, it must be consent-based marketing, permission marketing. Failing to understand this exposes you to ending up on server blacklists, being branded as spam, receiving complaints and penalties from the AEPD, losing all credibility and, as if that weren&#8217;t enough, throwing your reputation overboard.<\/p>\n<p>If you hate receiving advertising you haven&#8217;t asked for, don&#8217;t condemn anyone to that same ordeal.<\/p>\n<h2>How to obtain data for a legal email marketing campaign<\/h2>\n<p>To reach new customers, the best way is to have a subscription form on your website or blog. Without a doubt, it is not only the most effective option from a legal point of view; it is also the best one if you want results and effectiveness in your campaigns.<\/p>\n<p>Users who subscribe are always the ideal recipients of your email marketing campaigns, because they have chosen to do so voluntarily.<\/p>\n<p>You can also contact people by phone and ask for their authorization to send them information, but of course, if they are the ones who ask to join your list, you will always have written proof and an added advantage.<\/p>\n<p>A subscription form through an email marketing platform that complies with the LOPD, such as Mailrelay, will let you have the user&#8217;s <strong>explicit consent<\/strong> to send them information, although for this you must inform them about:<\/p>\n<ul>\n<li>How you will use their data<\/li>\n<li>Your full identification details<\/li>\n<li>How to cancel their data and opt out of further commercial communications.<\/li>\n<\/ul>\n<p>You must also:<\/p>\n<ul>\n<li>Validate their email address through double opt-in mechanisms<\/li>\n<li>Require their explicit agreement to the terms and conditions of your website or blog.<\/li>\n<\/ul>\n<p>Use email sending platforms like Mailrelay; they will help you comply with some of the data protection regulations. Mailrelay (which is the one I know best) offers several advantages:<\/p>\n<ul>\n<li>It lets you validate user addresses, as it automatically sends a verification email (double opt-in), a mandatory requirement of the LOPD<\/li>\n<li>It lets users exercise their right to object (unsubscribe) simply and automatically, another essential requirement<\/li>\n<li>It prevents mass mailing to multiple recipients without blind copy, one of the leading causes of penalties<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-12766 size-full\" title=\"Collecting data for email marketing\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/02\/recopilar-datos-para-email-marketing.png\" alt=\"Collecting data for email marketing\" width=\"630\" height=\"340\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/02\/recopilar-datos-para-email-marketing.png 630w, https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/02\/recopilar-datos-para-email-marketing-300x162.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2016\/02\/recopilar-datos-para-email-marketing-110x59.png 110w\" sizes=\"auto, (max-width: 630px) 100vw, 630px\" \/><\/p>\n<h3>Other sources of legal data collection for email marketing campaigns<\/h3>\n<ul>\n<li>People who have agreed to receive emails through a <strong>paper form<\/strong>, at a training session, event or Meet Up, for example<\/li>\n<li>The data of people who chose to receive your emails on a co-registration site is valid, for example a webinar hosted by several bloggers<\/li>\n<li>People who <strong>have bought<\/strong> one of your products or services, or <strong>attended an event<\/strong>, and gave you their email addresses so they could <strong>receive your newsletter<\/strong><\/li>\n<\/ul>\n<p>That is why, before you start managing your list, it is essential to make sure you are managing your database securely and following the rules of the LOPD.<\/p>\n<p>It is also essential to choose the best email marketing provider if you want to move forward without obstacles or complications with the LOPD or the LSSI.<\/p>\n<h2><strong>Unsolicited electronic communications: a recurring reason for penalties<\/strong><\/h2>\n<p>The need to carry out low-cost commercial activities has condemned many companies and professionals to pay a much higher cost: that of a penalty.<\/p>\n<p>Sending commercial emails, <a href=\"https:\/\/mailrelay.com\/en\/sms\/\" target=\"_blank\" rel=\"noopener\">SMS<\/a>, WhatsApp and private messages on social networks is a simple, agile and very inexpensive resource for businesses, and it has encouraged and spread the practice of spam.<\/p>\n<blockquote>\n<p style=\"text-align: center;\">Nowadays, \u201cspam\u201d is the term used for any kind of unsolicited communication sent by electronic means.<\/p>\n<\/blockquote>\n<p>Thus, \u201cspam\u201d is understood to be any unsolicited message that normally aims to offer, market or try to arouse interest in a product, service or company. Although it can be done in different ways, the most common is email.<\/p>\n<p>Spam is an intrusion on your privacy and a violation of rights covered by the LSSI-CE and the LOPD, and it is the worst strategy if you aim to win new customers.<\/p>\n<table>\n<tbody>\n<tr>\n<td style=\"border: 1px solid blue; padding: 5px;\">Remember: Abuses of users&#8217; rights are the great obstacle to the development of the digital economy, as they undermine consumer confidence.<br \/>\nRespect your users, commit to legal email marketing, and don&#8217;t pollute your strategy with bad practices.<br \/>\nDon&#8217;t be the intruder.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>There are two realities that rule in email marketing:<\/p>\n<ul>\n<li>Traditional advertising that is <strong>one-way, intrusive and mass-scale<\/strong> (banners and advertising pop-ups) no longer works<\/li>\n<li>Users demand customized commercial actions and targeted marketing<\/li>\n<\/ul>\n<p>Therefore, <strong>legal email marketing is also effective email marketing<\/strong>.<\/p>\n<p>You should know that sending commercial communications that have <strong>not been requested<\/strong> or expressly authorized is particularly serious when it is <strong>done on a mass scale<\/strong>.<\/p>\n<p><strong>Sending commercial messages without prior consent is prohibited by Spanish law. <\/strong><\/p>\n<p>The Spanish Data Protection Agency has the authority to penalize the commission of this type of infringement, classified in articles 38.3 c), d) and i) and 38.4 d), g) and h) of the LSSI, as provided in article 43.1 of that Law. II<\/p>\n<p>Article 21 of Law 34\/2002 of 11 July on Information Society Services and Electronic Commerce states the following:<\/p>\n<blockquote><p>1. \u201cThe sending of advertising or promotional communications by email or another equivalent means of electronic communication that have not previously been requested or expressly authorized by their recipients is prohibited.<br \/>\n2. \u201cThe provisions of the preceding paragraph shall not apply where there is a prior contractual relationship, provided that the service provider has lawfully obtained the recipient&#8217;s contact details and uses them to send commercial communications relating to products or services of its own company that are similar to those initially contracted with the customer. In any case, the provider must offer the recipient the possibility of objecting to the processing of their data for promotional purposes through a simple and free procedure, both at the time the data is collected and in each of the commercial communications sent to them. Where the communications have been sent by email, that means must necessarily consist of the inclusion of an email address or other valid electronic address where this right can be exercised, and sending communications that do not include that address is prohibited\u201d.<\/p><\/blockquote>\n<p>The recipient may revoke at any time the consent given to receive commercial communications by simply notifying the sender of their wish.<\/p>\n<p>Rules to follow to avoid penalties in an email marketing campaign<\/p>\n<table>\n<tbody>\n<tr>\n<td style=\"border: 1px solid blue; padding: 5px;\">1) Duly notify and register with the AEPD the files containing the recipients&#8217; personal data.<br \/>\n2) Do not send advertising emails to people who have not requested them, authorized them or expressly consented to them, unless there is a prior contractual relationship.<br \/>\n3) Set up a data capture system such as subscription forms, since they make it possible to obtain the subscriber&#8217;s express, valid and legal consent.<br \/>\n4) Clearly identify the sender of the email. In fact, it is prohibited to send emails with commercial content that conceal or do not clearly state the identity of the organization sending them (art. 20 LSSI). In addition, it is recommended to include the basic contact details of the sending company or organization at the bottom of the message.<br \/>\n5) Provide a link to revoke previously given consent, so that users can unsubscribe with a single click and stop receiving advertising.<br \/>\n6) If the commercial communications announce discounts, promotions, contest entries, etc., it is important that the legal terms and conditions of participation are easily accessible and understandable for the user.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Ignoring any of these rules exposes you to a penalty for an infringement of article 21 of the LSSI, on the terms set out in the aforementioned article 38.4.d).<br \/>\nIt is normally classified as a minor infringement, unless:<\/p>\n<ul>\n<li>Unsolicited commercial communications are sent in bulk to different recipients<\/li>\n<li>Insistent or systematic sending to the same recipient, on the terms set out in the likewise cited article 38.3.b)<\/li>\n<\/ul>\n<p>In those cases it would be a serious infringement for the purposes of the LSSI.<\/p>\n<p>The amount of the penalties imposed will be graded according to the following criteria:<\/p>\n<p>a) The existence of intent<br \/>\nb) The period of time during which the infringement has been committed<br \/>\nc) Repeat offenses of the same nature, where so declared by a final ruling.<br \/>\nd) The nature and amount of the damage caused.<br \/>\ne) The benefits obtained from the infringement.<br \/>\nf) The volume of turnover affected by the infringement committed.<br \/>\ng) Adherence to a code of conduct or an advertising self-regulation system applicable to the infringement committed, which complies with article 18 or the eighth final provision and has been favorably reported by the competent body or bodies.<\/p>\n<p>Without a doubt, another decisive factor when assessing the amount of the penalty will be the degree of diligence shown by the offender to avoid, prevent or remedy that error.<\/p>\n<p>Lack of diligence is an aggravating factor.<\/p>\n<p>For that reason, it is highly advisable to work with reliable platforms that prevent bulk sending and that automatically delete the data of users who no longer want to be part of your list or receive your email marketing campaigns.<\/p>\n<p>Finally, I would like to invite you to reflect:<\/p>\n<p><strong>Do you think the LOPD or the LSSI tie your hands, or are they an ally in your legal email marketing campaigns?<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How do you run a legal email marketing campaign? There are many legal requirements we need to take into account. Let&#8217;s look at what they are and how to launch campaigns that comply with the law.<\/p>\n","protected":false},"author":2,"featured_media":38413,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[562,866],"tags":[],"class_list":["post-96983","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing-2","category-legal-statistics-and-miscellaneous"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u25b7 Legal Email Marketing: Rules for Creating Legal Campaigns\u2705<\/title>\n<meta name=\"description\" content=\"Discover how to run a legal email marketing campaign with all the necessary legal requirements. 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