Trust & legal
Email & anti-spam policy
Permission is the whole business model of email. These are the rules for every message sent in a program we manage, by us or by a partner.
1. Scope
This policy covers commercial email and text messages sent by Perigon Media for clients, and by publishers, affiliates and newsletter partners promoting an advertiser through a program we manage. It reflects the US CAN-SPAM Act, the Telephone Consumer Protection Act for text messages, Canada's anti-spam law (CASL), European and UK e-privacy rules, and the sender requirements published by the major mailbox providers. Where they differ, the strictest rule that applies to the recipient is the one we follow.
2. Permission
- Marketing messages go only to people who asked to receive them from the sender, or who have an existing customer relationship where the law allows that as a basis.
- Purchased, rented, harvested, scraped and co-registration lists of unclear origin are not used.
- The sender keeps a record of how and when each recipient opted in, and can produce it.
- Text messages require prior express written consent that names the sender and is not a condition of purchase.
- Consent given for one brand is not reused for another.
3. What every message must contain
| Element | Requirement |
|---|---|
| Sender | "From" name, address and sending domain accurately identify who is sending. |
| Subject line | Reflects the content. No fake "Re:" or "Fwd:", no false urgency, no misleading claims. |
| Identification | The message is recognizable as advertising where the law requires it. |
| Postal address | A valid physical postal address for the sender. |
| Unsubscribe | A clear, working link that needs no login, no fee and no information beyond the email address, plus one-click unsubscribe headers for bulk mail. |
4. Unsubscribes and suppression
- Opt-outs are processed as quickly as systems allow and never later than the legal limit: ten business days under CAN-SPAM, and two days for one-click requests under the major mailbox providers' rules.
- The unsubscribe mechanism stays live for at least 30 days after each send.
- Partners apply the advertiser's suppression list before every send, and use it for no other purpose.
- An unsubscribed address is not re-added without fresh consent, and is not sold or transferred.
5. Sending practice
- Sending domains are authenticated with SPF, DKIM and DMARC, and aligned with the visible sender.
- Complaint rates are monitored and kept below the thresholds mailbox providers publish.
- Addresses that bounce or stay unengaged are removed, not mailed indefinitely.
- No open relays, forged headers, snowshoe sending or rotating domains to evade filters.
The reasoning behind these is set out in our article The inbox is a reputation system.
6. Partner responsibilities
A partner who mails an advertiser's offer is the sender of that message and is responsible for meeting this policy. Creative, subject lines and "from" names must be the approved versions. Breaches are handled under the partner policy and may result in withheld commission and removal.
7. Report a message
If you received an email or text that you believe was sent by or on behalf of Perigon Media and that you did not ask for, or whose unsubscribe link did not work, please tell us through the contact form. It helps to include the sender's address, the subject line, the date, and the brand being advertised. We investigate every report, and you do not need to have unsubscribed first.
To stop mail from a specific sender immediately, use the unsubscribe link in the message. Other options are on the privacy choices page.