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Better Rules, Better Service

Author

Corné van Willigen
January 05, 2025

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When I first started my journey in marketing, one thing quickly became clear: good marketing isn’t just about selling—it’s about building trust.

Whether you’re in the US, Europe, or anywhere else, trust begins with transparency and respect for your customers. Recent updates to the rules in the US (from the FTC) and similar regulations in the EU remind us of one important truth: these rules aren’t just about compliance; they’re about creating better experiences for your customers.

From simplifying cancelations to making pricing crystal clear, these regulations are here to protect customers—and ultimately, they help us deliver better service and build stronger relationships.

1. One-Click Cancelation: Building Trust Through Simplicity

The FTC now requires subscription cancelations to be as easy as signing up—ideally, in one click. The EU has similar guidelines under the Consumer Rights Directive, emphasizing the right to cancel without hassle.

What Does This Mean?

  • Customers should never feel trapped in a subscription. Complicated processes, such as requiring phone calls, multiple steps, or long wait times, are no longer acceptable.

  • Instead, you must provide a clear, user-friendly way to cancel directly through the platform or service they signed up on.

How to Implement This in Your Business:

  1. Create a Visible Cancelation Button: Add a dedicated “Cancel Subscription” button to your account or billing settings page. Make sure it’s easy to find and requires minimal effort to complete the cancelation.

  2. Send Confirmation Emails: Once a subscription is canceled, send an automated email confirming the cancelation and outlining any final steps (if necessary).

  3. Automate Cancelation Workflows: Use tools to integrate cancelation processes into your CRM or subscription management system, ensuring customers are removed from recurring billing immediately.

these rules aren’t just about compliance; they’re about creating better experiences for your customers.

These rules aren’t just about compliance; they’re about creating better experiences for your customers.

2. Transparent Pricing: No Hidden Surprises

Recent FTC bans on hidden fees align closely with EU rules like the Unfair Commercial Practices Directive, which prohibits misleading pricing strategies.

What Does This Mean?

  • You must display total prices upfront, including any taxes, fees, or additional costs, before customers proceed to checkout.

  • Misleading tactics—like showing a low price upfront only to add fees later—are now strictly prohibited.

How to Implement This in Your Business:

  1. Review Your Pricing Pages: Ensure all costs, including shipping, taxes, and any additional fees, are displayed clearly from the beginning.

  2. Update Your Checkout Flow: Show a clear breakdown of the total price at every step, so customers are never surprised at the final stage.

  3. Be Honest in Discounts: If you’re offering discounts, make sure they’re accurately reflected in the total price, without any hidden terms.

3. Email and SMS Marketing: Respecting Consumer Rights

Both the FTC and the EU’s General Data Protection Regulation (GDPR) have strict rules around email and SMS marketing. These rules ensure customers have control over their inboxes and phones, and violations can lead to hefty fines.

What Does This Mean?

  • You must include:

    1. A clear sender name and email address, so recipients know who is contacting them.

    2. Your physical mailing address in every email to comply with CAN-SPAM (US) and GDPR (EU) rules.

    3. An easy-to-find unsubscribe link in every email and an opt-out mechanism for SMS.

  • Only send marketing messages to people who have explicitly opted in.

How to Implement This in Your Business:

  1. Use a Recognizable Sender Name: Ensure your emails clearly show your business name in the “From” field. Avoid generic or misleading names.

  2. Add a Physical Address: Include your business’s physical address in the footer of every email. Most email marketing platforms (e.g., Mailchimp) have this feature built in.

  3. Simplify Unsubscribes: Add a visible “Unsubscribe” link in every email footer, and for SMS, ensure customers can reply with “STOP” to instantly opt out.

  4. Double Opt-In for Lists: Use double opt-in methods to ensure recipients have explicitly agreed to receive your messages.

Loyalty starts with Trust

Focus on Trust

4. SMS Marketing: High Risk, High Reward

SMS marketing is incredibly effective but comes with stricter regulations than email.

What Does This Mean?

  • Before sending SMS campaigns, you must obtain explicit, written consent from recipients.

  • You need to provide an easy way for recipients to opt out, such as replying “STOP.”

  • Messages must be sent only during reasonable hours—no early-morning or late-night texts.

How to Implement This in Your Business:

  1. Set Up Clear Opt-In Processes: Include an explicit checkbox for SMS marketing during sign-ups, with a clear explanation of what they’ll receive.

  2. Automate Opt-Out Responses: Use automation tools to ensure “STOP” replies immediately remove users from your SMS list.

  3. Schedule SMS Campaigns Thoughtfully: Set your SMS platform to only send messages during local business hours.

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Why These Rules Help Us All

While these rules may seem like hurdles, they’re actually opportunities. By respecting your customers’ time, choices, and wallets, you set the foundation for trust and long-term loyalty.

Whether you’re in the US, the EU, or anywhere else, the goal is the same: serve your customers better. Compliance isn’t just about avoiding penalties; it’s about standing out as a brand that cares.

Let’s make 2025 a year of transparent, trustworthy, and effective marketing—no matter where in the world you are.

Wishing you a happy, successful, and compliant New Year!


Corné & The Emercify Team

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