Topic

Content and claims

What a subject line may promise, and what happens when the promise is not true.

Who should care. Anyone writing subject lines and offers — especially US consumer brands.

If you are new. What you promise in the subject must match the email and the landing experience. Some US states treat misleading subjects as automatic violations.

Common mistake. Evergreen “today only” flows and fake urgency that do not match the offer.

5 rules below · Glossary · Filter to your desk

YoursContent · US-WA · US

In Washington, a misleading subject line is an automatic violation

In Washington, a false subject like “Today only” on a multi-day sale is treated as a consumer-protection violation — not cute marketing.

Skip if There are no US consumers on your list. If there are any, assume some of them are in Washington.

YoursContent · Global · Apple

Apple Mail replaces your preheader with an AI summary

Apple can show its own summary of your email where the preheader used to win attention — many people never open.

FYINew on siteContent · EU

The Accessibility Act covers your shop, not obviously your newsletter

The EU Accessibility Act as written targets e-commerce services (sites/checkout) — it does not name marketing email as a covered product.

Skip if You do not sell to consumers in the EU.

SharedContent · US

CAN-SPAM is $53,088 per email, and that did not rise in 2026

US does not require — it requires honest subjects, a physical address, and a working within ten business days.

Skip if You never email anyone in the United States.

FYIContent · US-WA

Washington cut CEMA damages from $500 to $100 per message

Washington cut statutory damages per email from $500 to $100 (June 2026) — still dangerous at list scale.