Email is supposed to be straightforward. A subject line tells you what’s inside, you open it, you read it, and that’s that. But now and then, an email lands in your inbox pretending to be something it isn’t. I recently received one titled “You’ve made a sale”, only to find out it wasn’t a sale at all. It was from someone I’d previously bought a course from, using a fake sales notification to promote even more products.
This isn’t clever marketing. It’s deceitful, unethical, and it breaks advertising rules in both the UK and the US.
Here’s why it matters.
Why These Emails Are Wrong
1. The subject line is misleading
If the subject line tells you you’ve made a sale, the email should genuinely be about a sale. Using a false subject line just to get people to open an email is a deceptive practice.
2. It abuses trust
Once someone buys from you, they’re a customer. Using fake notifications to grab their attention feels manipulative and damages any trust that was there.
3. It creates unnecessary stress
Seeing the words “You’ve got a sale” can trigger excitement, relief, or a quick check of your finances. Mistakenly using that moment for a sales pitch is inconsiderate.
4. It breaks advertising regulations
Both UK and US regulators are very clear: misleading subject lines and disguised marketing are not allowed.
What the Regulations Say
United States (FTC – Federal Trade Commission)
Under the CAN-SPAM Act, it is illegal to use:
- Deceptive subject lines
- Misleading “From” names
- Hidden commercial intent
Subject lines must accurately reflect the content of the message.
United Kingdom (ASA – Advertising Standards Authority)
The ASA enforces the CAP Code, which says marketing communications:
- Must not mislead
- Must be clearly identifiable as marketing
- Must not omit important information
A subject line pretending to be a genuine sale notification breaks these rules instantly.
Examples of Emails That Aren’t Allowed
Here are some other misleading styles that also go against the rules:
- Fake “invoice ready” or “payment received” messages
- “Your package is on the way” when you haven’t ordered anything
- “Important account update” that’s actually a product promotion
- “Can you help me with something?” when it’s a disguised sales email
- Notification-style subjects like “Subscription updated” or “Login alert” used purely to push an affiliate link or offer
All of these rely on false urgency or false authority to get people to open the message.
Why Some Marketers Use These Tactics
People often turn to these methods because:
- Their normal marketing isn’t converting
- They’re copying aggressive online sales tactics
- They rely on pressure and manipulation
- They want quick results, even if it damages trust
Ethical marketing doesn’t need tricks.
A Better Way: Honest, Clear, Respectful Emails
Good email marketing keeps things simple:
- Say what the email is genuinely about
- Be transparent about your intention
- Treat subscribers like real people
- Avoid anything that mimics invoices, receipts, or account notifications
Plain honesty still works, and it keeps your reputation intact.
How to Handle and Report Misleading Marketing Emails
Receiving emails that claim “you’ve got a sale” fall into the category of misleading or unethical marketing. Here’s what you can do:
1. Mark as Spam or Phishing
- The easiest step is to mark the email as spam in your email client.
- This helps block similar emails in the future and protects other users.
2. Report to Regulators
In the UK:
- Advertising Standards Authority (ASA): Handles misleading marketing claims. Submit a complaint if an email’s promotion is deceptive. Make a complaint
- Information Commissioner’s Office (ICO): Handles spam or unsolicited marketing emails. Report emails that breach data protection or nuisance message rules. Report here
In the US:
- Federal Trade Commission (FTC): For deceptive or misleading marketing emails, especially if they could trick someone into paying for something. Report here
- Emails violating the CAN-SPAM Act (misleading subject lines, false claims) can also be reported.
Rule of Thumb:
- If the email is mainly annoying or misleading marketing, marking it as spam is usually enough.
- If it misleads people into giving money, personal information, or is part of a scam, reporting it to the relevant authority is the right step.
Taking these steps not only protects you but also helps hold marketers accountable for unethical practices.
To Summarise
If you receive emails like this, they are designed to trick you, and they do go against the rules. Fake sale notifications and misleading subject lines have no place in ethical marketing.
Clear, transparent communication has always been the better path, and customers deserve nothing less.
