Effective Date: September 26, 2025
This SHOPLINE Email Acceptable Use Policy (the “Email AUP”) governs your access to and use of any email or messaging services provided by SHOPLINE for communications with buyers, whether such services are provided directly by SHOPLINE or through integrated services (collectively, the “Email Service”).
You must read this Email AUP in its entirety before using the Email Service. Any terms not expressly defined in this Email AUP shall have the meanings set forth in the SHOPLINE Terms.
By using the Email Service, you agree to comply with and be legally bound by all provisions contained in this Email AUP.
Acceptable and Prohibited Use
By using the Email Service, you represent and warrant that your use will comply at all times with all applicable laws and regulations.
Obligations for Marketing Communications
When sending marketing communications through the Email Service, your obligations include, but are not limited to, the following:
a. Unsubscribe Mechanism
All direct marketing communications must include a clear, conspicuous, and functional mechanism that allows recipients to opt out of receiving future communications.
The opt-out mechanism must be easy for recipients to recognize, understand, and execute.
b. Valid Postal Address
All marketing communications must include a valid physical postal address for your business.
c. Honoring Opt-Out Requests
You must process and honor any unsubscribe or opt-out request without undue delay, and in any event within 10 business days, or within any shorter period required under applicable law.
You must ensure that no further marketing communications are sent to recipients who have opted out.
d. Consent for Marketing Communications
In certain jurisdictions, you must obtain explicit consent from recipients before sending marketing or promotional communications.
For example:
- In the United Kingdom, you may rely on the limited “soft opt-in” exception under certain circumstances.
- In other jurisdictions, prior explicit consent may be required.
You are solely responsible for ensuring that your communications comply with all applicable laws and regulations.
Prohibited Uses
You are expressly prohibited from using the Email Service, directly or indirectly, to engage in any of the following activities:
a. Sending Unlawful Communications
Sending, transmitting, distributing, or delivering emails that:
-
Violate laws governing electronic communications, including but not limited to:
- the Privacy and Electronic Communications (EC Directive) Regulations 2003 (PECR)
- the Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 (CAN-SPAM Act)
-
Violate applicable data protection laws, including but not limited to:
- the General Data Protection Regulation (GDPR)
- the UK Data Protection Act 2018
- Violate any applicable local, state, national, or international law or regulation.
- Infringe the rights of any third party, including rights relating to privacy, data protection, or security.
b. Sending Unsolicited Communications
Sending or facilitating the distribution of unsolicited bulk electronic messages (“spam”), including unauthorized advertising, promotional messages, or solicitations.
c. Using Prohibited Data Sources
Sending communications to email addresses obtained through:
- Purchased, rented, or borrowed email lists
- Third-party lists without verifiable marketing consent
- Scraping, harvesting, or automated data extraction
- Dictionary attacks or similar automated address generation techniques
- Any other surreptitious data collection methods
d. Engaging in Deceptive Practices
Using misleading, fraudulent, or deceptive practices, including but not limited to:
- Using false or misleading names, addresses, email addresses, or subject lines
- Using invalid or forged email headers
- Using invalid or non-existent domain names
- Misrepresenting, hiding, or obscuring the identity of the sender, origin, or transmission path
- Using deceptive addressing techniques
- Using another party’s domain name or brand without authorization
- Relaying messages through third-party infrastructure without permission
- Including false or misleading subject lines or message content
e. Undermining Sender Reputation
Engaging in activities that generate excessive levels of:
- unsubscribe requests
- spam complaints
- delivery failures
- bounce rates
as determined by generally accepted industry standards.
f. Compromising SHOPLINE Infrastructure
Using the Email Service in a manner that causes or may cause:
- SHOPLINE IP addresses
- SHOPLINE domains
- SHOPLINE infrastructure
to be blacklisted, suffer reputation damage, or experience degraded performance or deliverability.
g. Ignoring Opt-Out Requests
Sending emails to recipients who have previously opted out or unsubscribed from your communications.
h. Failure to Obtain Required Consent
Sending communications without obtaining the required consent from recipients, where such consent is required under applicable law.
Reporting Violations
Recipients who believe they have received messages in violation of this Email AUP may report the incident by forwarding the email, including full message headers, through the Feedback Hub page.
SHOPLINE will investigate all reported incidents and may take action as it deems appropriate.
SHOPLINE’s Role and Rights
SHOPLINE provides technology solutions for online stores and does not assume responsibility for the legality or compliance of your email communications.
You are solely responsible for ensuring that your use of the Email Service complies with all applicable laws.
SHOPLINE reserves the right, at its sole discretion, to suspend or restrict access to the Email Service or your SHOPLINE account if:
- A violation of this Email AUP is suspected;
- You fail to respond to or cooperate with a compliance investigation within a reasonable timeframe; or
- You fail to remedy a confirmed violation within the timeframe required by SHOPLINE.
Updates to This Policy
SHOPLINE may revise this Email AUP at any time.
Any revised version will become effective upon publication on the SHOPLINE official website.
Your continued use of the Email Service after such updates constitutes acceptance of the revised Email AUP.
If you do not agree with any changes to this Email AUP, you must immediately stop using the Email Service.
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