Link directly to relevant content
When a link is provided in an email to content or functionality, the link should go directly to the relevant content rather than to an intermediate landing page that would require further clicks. This does not remove the need to take the customer first to a login page if the content is post-pin.

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 should be used as the default reference to In communications intended only for local markets it is permissible to use the ‘www’ and/or

Link only to the relevant organisation – not marketing trackers

Links in emails should point directly to the website of the relevant organisation e.g.,, 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

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.

Multiple links

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.