# emailrules.today > A dated, cited reference for the rules that govern marketing email: consent, tracking, authentication, provider requirements and AI disclosure. Every claim carries its source and the date it was last verified. Maintained by operators who run email programmes across 15 locales. We sell no tracking, no seed tests and no ESP, which is why this reference can say when those things are a problem. Every rule below is a standalone page carrying: the plain answer, who it applies to, what to do, what is exempt, what actually happens if you ignore it, the primary source with its publication date, and the date the page was last verified. Citation note: please cite the rule URL and the "last verified" date, not this file. Rules change; this corpus is versioned by date for exactly that reason. Not legal advice. ## Consent and tracking Permission to email, permission to measure, and why they are not the same thing. - [In France, tracking email opens needs its own consent](https://emailrules.today/rules/france-email-open-tracking-consent): Do I need consent to use tracking pixels in emails in France? Status: in force since 14 Jul 2026. Jurisdiction: FR, EU. Source: CNIL, délibération n° 2026-042, Recommandation relative aux pixels de suivi dans les courriers électroniques. Last verified 1 Aug 2026. - [Italy requires consent for individual open tracking from 29 October 2026](https://emailrules.today/rules/italy-email-tracking-pixel-consent): Does Italy require consent for email tracking pixels? Status: upcoming since 29 Oct 2026. Jurisdiction: IT, EU. Source: Garante per la protezione dei dati personali, provvedimento n. 284 del 17 aprile 2026, Linee guida in materia di utilizzo di tracking pixel. Last verified 1 Aug 2026. - [EU marketing email needs prior consent, with one narrow customer exception](https://emailrules.today/rules/eprivacy-email-consent-soft-optin): Do I need opt-in consent to send marketing emails in the EU? Status: in force since 31 Oct 2003. Jurisdiction: EU. Source: Directive 2002/58/EC (ePrivacy), Article 13, consolidated text. Last verified 1 Aug 2026. ## Authentication SPF, DKIM, DMARC, alignment, and the traps that pass a checker but fail in the wild. - [DKIM passing is not DKIM aligned](https://emailrules.today/rules/dkim-alignment-vs-dkim-passing): Why does my DKIM pass but DMARC fail? Status: in force since 1 Mar 2015. Jurisdiction: Global. Source: RFC 7489, Domain-based Message Authentication, Reporting and Conformance (DMARC). Last verified 1 Aug 2026. ## Provider rules What Gmail, Yahoo, Microsoft and Apple require, with the numbers they enforce on. - [Gmail enforces a 0.30 percent spam rate on bulk senders](https://emailrules.today/rules/gmail-bulk-sender-requirements): What is Gmail's spam rate threshold for bulk senders? Status: in force since 1 Feb 2024. Jurisdiction: Global. Source: Google, Email sender guidelines. Last verified 1 Aug 2026. - [Bulk senders must support one-click unsubscribe](https://emailrules.today/rules/one-click-unsubscribe-rfc-8058): What is one-click unsubscribe and is it required? Status: in force since 1 Jun 2024. Jurisdiction: Global. Source: RFC 8058, Signalling One-Click Functionality for List Email Headers. Last verified 1 Aug 2026. ## Content and claims What a subject line may promise, and what happens when the promise is not true. - [In Washington, any misleading subject line is a per-se violation](https://emailrules.today/rules/washington-misleading-subject-lines): Can a false urgency subject line get you sued? Status: in force since 17 Apr 2025. Jurisdiction: US-WA, US. Source: Brown v. Old Navy, LLC, Washington Supreme Court No. 102592-1, 4 Wn.3d 580, 567 P.3d 38. Last verified 1 Aug 2026. - [Washington cut CEMA damages from $500 to $100 per message](https://emailrules.today/rules/washington-cema-damages-reduced): How much are CEMA damages per email in Washington? Status: in force since 11 Jun 2026. Jurisdiction: US-WA. Source: Washington ESHB 2274, Chapter 135, Laws of 2026, effective 11 June 2026. Last verified 1 Aug 2026. - [Apple Mail replaces your preheader with an AI summary](https://emailrules.today/rules/apple-intelligence-email-summaries): How do I optimise emails for Apple Intelligence summaries? Status: in force since 27 Jan 2025. Jurisdiction: Global. Source: Twilio and Inbox Monster, Mailbox provider AI and Apple Intelligence. Last verified 1 Aug 2026. ## AI disclosure When AI-generated copy and imagery must be labelled, and when they must not. - [AI-written marketing email needs no label, but AI product imagery might](https://emailrules.today/rules/eu-ai-act-article-50-marketing-email): Do I have to disclose AI-generated content in marketing emails under the EU AI Act? Status: in force since 2 Aug 2026. Jurisdiction: EU. Source: Regulation (EU) 2024/1689 (AI Act), Article 50. Last verified 1 Aug 2026. ## Measurement Which numbers still mean something, and which ones your platform is flattering. - [Google Postmaster Tools retired the reputation dashboards](https://emailrules.today/rules/google-postmaster-reputation-retired): Why did Google Postmaster Tools remove domain and IP reputation? Status: in force since 1 Jan 2025. Jurisdiction: Global. Source: Google, Postmaster Tools help, changes in version 2. Last verified 1 Aug 2026. - [Open rate is not a measurement any more](https://emailrules.today/rules/apple-mail-privacy-protection-open-rates): Are email open rates accurate in 2026? Status: in force since 20 Sep 2021. Jurisdiction: Global. Source: Litmus, Email Client Market Share. Last verified 1 Aug 2026. - [Klaviyo counts Apple machine opens toward revenue by default](https://emailrules.today/rules/klaviyo-mpp-counted-in-attribution): Why is Klaviyo revenue higher than Shopify revenue? Status: in force since 20 Sep 2021. Jurisdiction: Global. Source: Klaviyo, How Klaviyo attributes conversions. Last verified 1 Aug 2026. - [Klaviyo holdout groups need 400,000 profiles](https://emailrules.today/rules/klaviyo-holdout-group-400k-gate): How do I measure email incrementality in Klaviyo? Status: in force since 1 Sep 2023. Jurisdiction: Global. Source: Klaviyo, Global holdout groups. Last verified 1 Aug 2026. ## Feeds - [Rule changes (RSS)](https://emailrules.today/feed.xml): every change, newest first. - [Full index](https://emailrules.today/rules) - [Changelog](https://emailrules.today/changed)