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What constitutes consent in email marketing?

Under the GDPR, consent must be freely given, specific, informed, and unambiguous. This means individuals must be fully aware of what they are agreeing to and must take a clear affirmative action to give their consent. The CAN-SPAM Act, on the other hand, does not require prior consent but mandates that marketers clearly identify their messages as advertisements and provide a way to opt-out.

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