Links to PDFs and downloads
Emails must not contain direct links to PDF documents, but should link to the web page from which they can be downloaded.
Format of weblink URLs
Where a weblink is included in an email it must always include http://
In global communications http://ba.com should be used as the default reference to ba.com. In communications intended only for local markets it is permissible to use the ‘www’ and/or britishairways.com.
Link only to the relevant organisation – not marketing trackers
Links in emails should point directly to the website of the relevant organisation e.g. ba.com, avis.com, and not to e.g. tradedoubler, doubleclick. This does not preclude the use of external companies assisting with tracking, affiliate programs etc.
Format of embedded email address links
Where an email address is included in an email it must always be of the form mailto:firstname.lastname@example.org.
Length of URLs
URLs in emails must not be longer than 65 characters.
Punctutation after URLs
There should not be punctuation immediately after a URL. If one is required, then a space should be left at the end of the URL.
Ensure that only links that are relevant and useful to the customer are included. Avoid linking to every possible reference, in order to reduce link overload and confusion for the customer.