What are the legal timeframes for unsubscribing email addresses by country?

Summary

Legal timeframes for processing unsubscribe requests vary across countries. CAN-SPAM (US) and CASL (Canada) allow up to 10 business days, although prompt action is strongly recommended. GDPR (UK) requires processing 'without undue delay,' typically within a few days. Australia mandates action within 5 business days. Best practices emphasize immediate or same-day processing to protect sender reputation. It's also a CAN-SPAM violation to move unsubscribed addresses to another active list. Challenges exist in quickly updating unsubscribes, particularly with data warehouses and multiple ESPs. Mailbox providers generally expect faster processing than the legal maximums.

Key findings

  • US (CAN-SPAM): Allows up to 10 business days for processing unsubscribes, but faster action is preferable.
  • Canada (CASL): Requires processing without delay, but no later than 10 business days.
  • UK (GDPR): Requires processing 'without undue delay,' typically within a few days.
  • Australia: Unsubscribe requests must be actioned within 5 business days.
  • Reputation Impact: Slow unsubscribe processing can damage sender reputation and increase spam complaints.
  • Multi-ESP: Moving unsubscribes between multiple ESPs must happen to legally comply.
  • Data Warehouses: Failing to supress unsubscribes in MTAs when pulling from data warehouses causes delays.

Key considerations

  • Immediate Action: Strive for immediate or same-day unsubscribe processing whenever possible.
  • Global Compliance: Be aware of and comply with the specific unsubscribe regulations in each country you send to.
  • Data Management: Ensure efficient data management processes to quickly update unsubscribes across all systems.
  • Reputation Protection: Prioritize timely unsubscribe processing to protect your sender reputation and avoid spam filters.

What email marketers say
8Marketer opinions

Legal timeframes for unsubscribing email addresses vary by country. The U.S. (CAN-SPAM) allows 10 days, while Canada (CASL) also mandates processing within 10 business days, but without delay. GDPR (UK) requires processing 'without undue delay,' typically interpreted as within 24-48 hours. Australia requires action within 5 business days. Best practices, however, emphasize immediate or same-day processing to avoid spam complaints and maintain a good sender reputation. It's also a violation of CAN-SPAM to move unsubscribed emails to another active mailing list.

Key opinions

  • US (CAN-SPAM): Allows 10 business days for processing unsubscribe requests.
  • Canada (CASL): Requires processing unsubscribe requests without delay, but no later than 10 business days.
  • GDPR (UK): Mandates processing unsubscribe requests 'without undue delay'.
  • Australia: Requires action unsubscribe requests within 5 business days.
  • Best Practice: Immediate or same-day processing is recommended to maintain a good sender reputation.
  • CAN-SPAM Violation: Moving unsubscribed emails to another active mailing list is a violation.

Key considerations

  • Reputation: Delays in processing unsubscribes can lead to spam complaints and damage sender reputation.
  • Local Laws: Adhere to the specific laws and regulations of the countries to which you are sending emails.
  • Promptness: Prioritize prompt processing of unsubscribe requests, even if legal timeframes allow for a longer period.
  • Best Practice Implementation: Implement systems that allow for immediate or very fast processing of unsubscribe requests, as this is increasingly expected by recipients.
Marketer view

Email marketer from Reddit explains that although CAN-SPAM allows 10 days, waiting that long can hurt deliverability. Users expect immediate action, and delays increase spam reports.

December 2023 - Reddit
Marketer view

Email marketer from Sendinblue.com emphasizes the importance of processing unsubscribe requests quickly, stating that although specific laws vary, promptly removing subscribers builds trust and avoids spam complaints. They suggest aiming for immediate or same-day processing.

July 2024 - Sendinblue.com
Marketer view

Email marketer from CampaignMonitor.com emphasizes the importance of processing unsubscribe requests quickly, stating that although specific laws vary, promptly removing subscribers builds trust and avoids spam complaints. They suggest aiming for immediate or same-day processing.

October 2024 - CampaignMonitor.com
Marketer view

Email marketer from EmailMarketingForum.au states that under Australian law, organizations must action unsubscribe requests within 5 business days. Many people recommend doing it instantly though for reputation.

September 2023 - EmailMarketingForum.au
Marketer view

Marketer from Email Geeks shares that there's a legal limit and a reputation damage limit, suggesting immediate removal is ideal.

September 2023 - Email Geeks
Marketer view

Email marketer from Mailjet.com recommends adhering to GDPR guidelines by processing unsubscribe requests promptly, ideally within 24-48 hours, to maintain good sender reputation and comply with regulations, stating whilst no set time it should be 'without undue delay'.

May 2022 - Mailjet.com
Marketer view

Marketer from Email Geeks explains that in the U.S., which has the laxest law, the timeframe is 10 days, but it's better to do it sooner to avoid spam reports. Also, it's a violation of CAN-SPAM to move unsubscribed emails to another active mailing list.

April 2024 - Email Geeks
Marketer view

Email marketer from ActiveCampaign.com recommends adhering to the local laws and regulations of the countries the company is sending emails to. As a best practice, they suggest that you should process all opt-out and unsubscribe requests as soon as possible, preferably instantly.

March 2022 - ActiveCampaign.com

What the experts say
4Expert opinions

Legal timeframes for processing unsubscribe requests vary globally. Canada and the US specify a maximum of 10 business days, while GDPR requires 'without undue delay.' Regardless of legal allowances, mailbox providers expect quicker processing to avoid spam markings. Some organizations face challenges with data warehouse list pulls and multi-ESP setups, potentially causing delays. It's crucial to know the email marketing laws for each country you send to.

Key opinions

  • Canada: Unsubscribe processing should be without delay, but no more than 10 business days.
  • US: A maximum of 10 business days is allowed for unsubscribe processing under CAN-SPAM.
  • GDPR: Requires unsubscribe processing 'without undue delay.'
  • Provider Expectations: Mailbox providers expect faster unsubscribe processing than legal maximums.
  • Multi-ESP: It is legally required to move unsubscribes between multiple ESPs.

Key considerations

  • Data Handling: Address challenges related to pulling lists from data warehouses and suppressing unsubscribes effectively.
  • Compliance: Stay informed about email marketing laws in all countries you send to.
  • Speed: Strive for prompt unsubscribe processing to avoid being marked as spam, regardless of the legal maximum timeframe.
Expert view

Expert from Email Geeks shares the following unsubscribe timeframes required by law: Canada: Without delay, but less than 10 business days. US: no more than 10 business days. Basically everywhere else: without delay.

June 2021 - Email Geeks
Expert view

Expert from Email Geeks mentions some clients pull lists from data warehouses and don’t suppress unsubscribes in the MTA, and that 2-3 days is generally okay in those situations. Also, if using multiple ESPs, the movement of unsubs between them is legally required.

November 2023 - Email Geeks
Expert view

Expert from Word to the Wise explains that it is important to know the email marketing laws in each country you send to. Under GDPR, you must allow users to unsubscribe easily and 'without undue delay'.

December 2022 - Word to the Wise
Expert view

Expert from Spamresource explains that while CAN-SPAM allows 10 days for processing unsubscribe requests, mailbox providers expect you to process those requests far faster to avoid being marked as spam.

September 2024 - Spamresource

What the documentation says
3Technical articles

Legal timeframes for unsubscribing email addresses vary by country according to different documentation sources. Canada (CASL) requires processing without delay, but no later than 10 business days. The US (CAN-SPAM Act) mandates honoring opt-out requests within 10 business days. The UK (GDPR) stipulates processing 'without undue delay,' generally interpreted as within a few days.

Key findings

  • Canada (CASL): Process unsubscribe requests without delay, but no later than 10 business days.
  • US (CAN-SPAM): Honor opt-out requests within 10 business days and provide a simple unsubscribe mechanism.
  • UK (GDPR): Process unsubscribe requests 'without undue delay,' generally meaning as soon as possible, typically within a few days.

Key considerations

  • Varying Laws: Understand and comply with the specific unsubscribe regulations of each country you operate in.
  • Reasonable Time: Even where specific timeframes aren't mandated, ensure unsubscribe requests are processed as quickly as reasonably possible.
  • Ease of Use: Provide a straightforward and easily accessible method for subscribers to opt-out.
Technical article

Documentation from FTC.gov explains that the CAN-SPAM Act requires senders to honor opt-out requests within 10 business days. Customers must be able to unsubscribe in a simple way.

January 2024 - FTC.gov
Technical article

Documentation from ICO.org.uk explains that under GDPR (UK), while a specific timeframe isn't mandated, organizations must process unsubscribe requests 'without undue delay.' This generally means as soon as possible, typically within a few days.

January 2025 - ico.org.uk
Technical article

Documentation from fightspam.gc.ca states that Canada's Anti-Spam Law (CASL) requires organizations to process unsubscribe requests without delay, and in any event, no later than 10 business days after the unsubscribe request has been made.

April 2023 - fightspam.gc.ca