Acceptable Use Policy
The short version: only email people who asked to hear from you. Below are the rules, the checks we run, and exactly what happens if something goes wrong.
Last updated 12 October 2026.
1. Who you can email
Only people who asked to hear from you. That means they signed up, bought from you, or otherwise gave you clear permission to email them, and you can show when and how.
- Not allowed, whatever local law says: bought, rented, borrowed, shared, scraped, harvested, appended or "publicly available" lists, lists collected by AI or other tools from websites or directories, event or trade-show lists you didn't collect with consent, and cold outreach of any kind. There is no B2B exception.
- Permission doesn't transfer. Consent given to someone else (a partner, a previous employer, a list seller) is not consent to hear from you.
- Old lists: contacts you haven't emailed in over 12 months start slowly and are checked before the rest of the list goes out.
If you want to do cold prospecting, use a tool built for it that sends from your own mailbox. Anyone who replies and agrees to hear from you can then be added here.
2. What you tell us when you import
Every import asks four quick questions: where the list came from, when you last emailed it, which countries the contacts are in, and whether it's a cold list. We store your answers with the time and the person who gave them.
- A list you mark as cold is kept, but it can't be used in any campaign.
- We show you the basic email rules for the countries you pick. You are responsible for following the law where your recipients are.
- Giving false answers is a breach of this policy.
Before anything is sent, we automatically remove addresses that can't or shouldn't receive email: invalid addresses, duplicates, addresses that previously bounced, complained or unsubscribed, domains with no mail server, throwaway domains and typical scraping leftovers. We tell you how many we removed and why.
3. What every email must have
- Who it's from: your real name or business name, and your postal address.
- A working unsubscribe. We add a one-click unsubscribe to every marketing email, and unsubscribes take effect immediately.
- Honest From names, addresses and subject lines. No disguised senders and no misleading subjects.
- Content that's legal where you send it.
4. Content that isn't allowed
- Phishing, malware, or links to either.
- Illegal goods or services, and anything that breaks the law where you or your recipients are.
- Impersonating another person, brand or organisation.
- Deceptive or fraudulent offers, including get-rich-quick schemes, pyramid schemes and investment or crypto promotions that promise returns.
- Sexually explicit content.
- Hate speech, harassment or threats.
- Unlicensed pharmaceuticals or gambling, or anything else that needs a licence you don't have.
5. Sending standards, and what we do automatically
One sender's bad list can get email blocked for everyone, so we act early and always tell you what happened, why, and what to do. Every automatic action shows up in your Sending health panel and is emailed to you.
| What happens | When (hard bounces / spam complaints) | What it means for you |
|---|---|---|
| Warning | 1.5% / 0.03% | Bad addresses are suppressed and your daily limit stops growing for 2 days. Nothing else changes. |
| Strike 1 | 2.5% / 0.05% | The campaign pauses and the import that caused it is set aside. You can remove or re-check that import yourself and carry on, once every 30 days. |
| Strike 2 | A second strike within 30 days | List sending is suspended until we review it with you. Your account, data and test sends keep working. |
| Immediate suspension | Complaints of 0.1% or more in a day, spam-trap or blocklist hits, abuse reports, phishing or malware, or false import answers | All list sending stops while we review. |
New senders also start with a daily limit (250 emails a day, doubling after each clean day), and the first campaign to a new list goes to a small sample first. Emails waiting for the next day aren't charged. Addresses that bounce, complain or unsubscribe are suppressed permanently and can't be re-imported.
6. Accounts
- Don't open new accounts, or use someone else's, to get around a limit or a suspension.
- Don't rotate lists between providers to shed bad addresses.
- Keep your sign-in, API keys and connected AI tools secure. You're responsible for what's sent from your account, including by agents or AI you connect.
7. Enforcement
We follow the steps above and give reasons. For serious or repeated breaches we may close the account. If we close an account for breaching this policy, there's no refund for the current period and no further charges, and you can export your data for 30 days before it's deleted.
8. Reporting abuse
If you received email sent through No Bull Send that you never asked for, tell us at [email protected]. Please include the email with its full headers if you can.