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Planning to use Flash in your newsletter? Honestly, don’t do it. To this day, we still get emails asking about any workarounds we might know of to get Flash working in email. Occasionally we even get a more aggressive email telling us we’re just plain wrong. Funnily enough, these claims are never backed up with examples.

To put this one to bed forever, we figured we’d run a series of tests across a range of email environments to get to the bottom of flash in email support once and for all.

The test email

The test email

Our test email consisted of a basic HTML page with text, images and Flash content. We also included a text-only version of the email with a link to check out the full content in a browser.

Obviously we chose to avoid using any Flash detection via JavaScript because it would be blocked outright. Instead, we used the default code supplied by Macromedia and included a fallback jpeg to be displayed if Flash was not detected.

UPDATE: It turns out this method isn’t well supported at all and the best approach is to use a background image in the table cell or DIV the flash movie is being placed.

To cover a solid range of email environments, our test suite consisted of all the major PC, Mac and web-based email environments we could get our hands on.

What we found (and it aint pretty)

Flash support across major email environments
PC Displayed by default Alternate content displayed Security warning
Outlook 2003 No No Yes
Outlook Express No No Yes
Thunderbird No No No
Eudora 7 No No No
AOL 9 No No No
Lotus Notes No No No
Mac Mail Yes Doesn’t matter No
Eudora 6 No No No
Entourage No No No
Web based
Gmail No No No
Hotmail No No No
Yahoo! Mail No No No
Windows Live Mail (beta) No No No

The results really do speak for themselves (more details below). Flash support across the most popular email environments is absolutely dismal. In the past, we’ve said that unless you specifically know the environment your recipients are opening your email in, avoid flash. Well, now we can revise that down to one lonely email client.

Flash was built for the browser, and based on these results – that’s where it should stay.

A closer look

We’ve included a screenshot and summary for each of the tests we ran so you can dig a little deeper yourself. Click on a thumbnail to see a larger version of the screenshot.

PC test results

Outlook 2003

Outlook 2003

OK, not a good start! Before I even get a chance to see if the flash works I get an ActiveX security warning that stops me in my tracks. After clicking OK, the email displays, but the Flash content or the fallback image is nowhere to be seen.

Outlook Express

Outlook Express

Outlook Express behaves much like it’s big brother. An ActiveX security warning is displayed, and once the email loads the flash content is just a blank area with no fallback image.



While a security warning wasn’t displayed, Thunderbird instantly stripped out my flash content and didn’t display a fallback image.

Eudora 7

Eudora 7

The trend continues… Eudora didn’t display the flash content or the fallback image, and even managed to mangle the background image behind the flash content slightly.



AOL products a very similar result to Eudora. Neither the flash content nor the fallback image was displayed.

Lotus Notes 6.5

Lotus Notes 6.5

This was always going to be a stretch, but you guessed it, Notes didn’t display the Flash movie or the fallback image.

Mac test results

Mac Mail

Mac Mail

SUCCESS! Mac Mail loads the flash movie instantly and in all it’s amateur glory.

Eudora 6

Eudora 6

Eudora didn’t like our flash movie one bit. Unlike most of the other email clients, it displayed a broken media icon and the filename of the flash movie instead of an empty placeholder. AT least this way the user knows they’re missing out on something.



Entourage behaved much like its PC equivalents but without the security warning. No flash movie, no fallback image.

Web-based test results



If CSS is a no go, we certainly weren’t expecting flash support. We were right. No empty placeholder or fallback image, the flash content was stripped from the email completely.



Just like Gmail, Hotmail stripped the flash content from the email altogether. No dice.

Yahoo! Mail

Yahoo! Mail

Yahoo! Mail is usually the most flexible web based email client when it comes to displaying content. Not this time. The flash movie or backup image is nowhere to be seen.

Windows Live Mail (beta)

Windows Live Mail (beta)

It’s probably a little early to make any concrete assumptions about Windows Live Mail, the next generation web based email client from Microsoft. At any rate, it’s not looking good. No flash content, fallback image or even background images. It does have much better CSS support than Hotmail, but that’s another kettle of fish.

As I mentioned earlier, if anyone knows of a better way we can format our test email to achieve better results, we’d love to know. We’re more than happy to repeat these tests with different content and re-publish the results.

  • Alan Bristow

    Excellent, comprehensive test that I’m sure you ‘had’ to do in order to properly qualify your position on this subject.

    I am not surprised nor dissapointed. If folks are so tentatively hooked by the content in an email that the lack of complelling Flash is enough to stop them clicking through to a web page, then, are they likely to turn into useful visitors (buyers etc)? I suspect often not.

    It’s just SO nice to know that there is a choice between plain-text and HTML+CSS mail – for me, at least, the lack of Flash support is not a problem AT ALL. After all, isn’t it best to have the reader open a mail and get a feel-good-factor from the content, then if they click-through it is better to further impress them (exceed their “impresses-ness” expectations) rather than if they saw Flash at the get-go, then clicked through and perhaps had a flat response from just more-of-the-same?

  • marvin

    Email is ment for Email (ASCII) so the less bullshit we can put in a mail the better.

  • Andy

    Have you done or do you know of a similar study that talks about the use of forms in emails?

  • Garrett

    I just pooped.

  • Dave Greiner

    Andy, we’ve done a similar but less comprehensive study on form support here.

  • Matias

    IÂ¥m apologizes but i will write my comment in spanish because my english sucks.

    Actualmente uso Outlook 2000 y veo los emails que envio con flash. No solo yo, sino todos mis compaÃ’eros que utilizan el mismo programa. Es verdad que el Outlook express por default no muestra contenido flash, pero si setean opciones de seguridad si. Obviamente el los webmail como yahoo, hotmail o gmail el flash no se ve.

    Mi opinion no es a favor de utilizar flash en los envios de e-mail. Pero si conozco el target y se que la mayoria usa outlook o clientes de correo prefiero enviarlo porque el impacto es mucho mayor.

    Para que los que no ven flash puedan seguir entendiendo el mensaje uso una imagen gif animada como fondo en la misma tabal donde pongo el contenido flash. Y esta imagen se ve en TODOS los clientes de correo (excepto Lotus Notes, obvio) y en los WebMail tambien.

    Eso es todo (that¥s all)



  • Jim Amos

    I continue to be impressed by the quality of investigation you guys post, please keep it up. We really need to spread the word so that clients as well as corporations do not forget that content is king and user’s do not expect glitz and glamour in what is simply meant to be an informative invitation to engage in something outside the email app(!)

  • Mark Huot

    my 2¢: Mac Mail worked because the Flash was playing through QuickTime player. Because the content area of a Mac Mail message is nothing more than rich text, which supports QuickTime on OS X, then it makes sense the Flash would play. If you control click on the Flash, I doubt you will get the Flash Player popup, letting you set Flash settings etc, you should get a QuickTime control, text area specific functions. Furthermore, because QuickTime player only half supports flash you probably can’t put too much fancy ActionScript in there or you’ll choke QuickTime.

  • Dave Greiner

    Mark, I just jumped on our Mac and checked that out. You’ll be surprised to know that it was actually the Flash player that was playing the movie in Mac Mail. Control click bought up the usual Flash player dialog. It looks like Mac Mail offers full Flash support by default.

  • Edward McIntyre

    I just got a newsletter from Adobe with some kool animation in it. I was courious about how they did it and it seems that they exported a gif from Afrter Effects or Flash.

    It seems to be the best way if you want to animate your newsletter.

  • Bill Fant

    Thanks for the report…. VERY HELPFUL!

  • Gavin Botica

    I was intrigued to see the way you implemented a “fallback jpeg”, by using PARAM name=img etc within the OBJECT tag. I was not familiar with this, I assume its only supposed to work in IE though?

    However, to test it out I ran the Flash Player Plugin Uninstaller, to remove all instances of the plugin from my machine, and then tried to view your newsletter. In both IE6 and FFox I get prompted to install Flash (no real surprise I guess), but If I refuse the install I just get a broken image.

    So I can’t see how the PARAM tag kicks in – can you elaborate?

  • Mike Harrell

    Dave…Obviously you did your homework.

    Having worked in the advertising industry in the past, it seems to me that you might be missing the big picture surrounding video email. If one takes the approach that email is just another method of delivering a message…whether text and/or video…then does it really matter who read the mail or watched the video? If you were to place an ad in any of the “conventional” sources of advertising such as television or radio, do you ever know for sure if your target was tuned into the station at the very instant your ad was played? The answer is “NO”. There is no way to know who read your classified ad; watched your commercial or even saw the billboard on the side of Route 66.

    However, from the little I know of the subject, emails offer an advertiser the ability to track who, when and for how long their message was viewed. Furthermore, if, as you say, an embedded link can take the viewer to a website to view the message, then isn’t that accomplishing the intended task? Isn’t that increasing the chances of that someone interacting with the website after all? On second thought, this just makes me just want to jump back into advertising again.

    By definition, advertising can be summed up with: “You can’t reach all of the people all of the time” and I see emails as fully complying with this fact.

    It is no more…or no less than just another way to deliver a message…text, video or otherwise.

    That’s my two cents.

    Happy days to all.

  • John

    One method to display the backup image with better results than shown here would be to place your Flash within a table and set the background image of the table to your backup image. Be sure to give your table an absolute height and width, otherwise it will collapse on itself without the Flash present.

    I have seen this tested on various email clients and see it work. This won’t help the Flash content display, but at least it will degrade to something other than a blank spot.

  • Dave Greiner

    Gavin, thanks so much for your insights and further testing. This technique was actually suggested by another designer, but it turns out the PARAM name=img within the OBJECT tag is in fact not well supported at all. We were under the false impression that this displayed a fallback image, but after further testing we can confirm this isn’t the case. I’ve updated the article to reflect this.

    John, that’s a great suggestion and one we got half right. We did include a background image, but made the mistake of leaving a blank space in this image where the flash movie was to go (see here), but we should have used that area to display a fallback image instead. You can see from the previews above that this background image did display successfully for a lot of email environments.

  • George A. Butt

    Anybody interested in using video email with integrated text and HTML images? Choice of input from webcamera or digital video recorder. Simple user interface.
    Web-based service app is available for low,low subsciption cost. Also available at low cost: -video internet messenger with up to 3 on-screen links, and LIVE webcasting, with instantaneous archiving. I will be pleased to provide details. Definitely not FLASH.

  • John

    Dave —
    The blank image threw me. I looked at the test emails originally and saw only a white space and thought it was a rendering error, when in fact, it was your background image, but the wrong image (“https://www.campaignmonitor.com/assets/uploads/noflash.jpg” instead of “https://www.campaignmonitor.com/assets/uploads/bg_flash.jpg”).

  • Jason Cale

    A quick note on Mac Mail in response to it being quicktime or flash, html emails are displayed using the webkit that safari does .. it can be dropped into most apps, to gain the same functionality. So normally if it works in safari it works in the mail, so hence flash working. I wonder about svg’s :) .. type “mac mail webkit” to read more..

  • No VMDirect


    No one is interested in building your pyramid for vmdirect or helloworld whichever you want to call it.

  • Darren Candler

    On this test – did you all the flash file by URL or did you inline the flash file into the email ???

  • Jeff

    George —

    I would be interested. atomcc@hotmail.com Thanks.

  • Simon

    I’m very interested in the way that you have formatted the HTML to embed the Flash content. Can you post the code that you actually used as it sems that you laboring under a misunderstanding of how to force the display of a fallback image.

  • Simon

    I’ve just read the above posts in more detail and can throw light on why the fallback image did not display. You say that “<Param Name = img…” isn’t widely supported. Well logic dictates that if the OBJECT tag is stripped or blocked, it won’t be supported at all. (If the whole object is gone, why do you think that an email client will be able to distinguish a Param tag?). The CORRECT way to structure it is to supply the image as <img src=”etc”> within the object tag. Then, when the object itself is blocked, the image remains. This method works fine on IE based email clients (Outlook etc – if set to block Active X objects- will of course still throw a Security Alert) but Hotmail should quietly just display the image.
    I’d still like to see the code though to see exactly how comprehensive your test was.

  • Dave Greiner

    Simon, thanks so much for your feedback and suggestion. You can find the original test email here.

    Please let me know if you have any other thoughts in top of the suggestion to place the image reference within the object tag. We’re more than happy to modify the campaign, run the test again and publish the results.

  • Brian Cha

    Great article!

  • johnboy

    Great article – finally a nice definitive reference to point customers at.

    I posted this on an earlier thread before spotting this one but it may be more relevent here:

    “late to the discussion I know – but have you tried embedding the flash inside a PDF, you can include all the content you want in the PDF (including data gathering mail back forms that return xml) and send that out as an attachment.

    Personally i think it sucks but may be an easy option for those customers that insist on flash/rich interactive content in an email campaign, maybe better than having to walk away?”

  • nutmilk


  • Pete

    I agree with nutmilk. Can some big brained egghead please make this work. I am itching to put flash into emails.

  • Jon

    Can someone describe what they mean by “getting this to work”? It seems that no matter what you do, Outlook is going to show a security warning and Outlook is by far the most commonly used email client. It’s nifty if this works in Thunderbird, but it would have to be transparently flawless in Outlook first.

  • Al McCarley

    Anyone fancying passing this info on to Apple? I’m sure they could make good use of targeting Mac and Mail users with Flash emails?!? I’m suprised they haven’t already…

  • Joe

    I have used flash in emails in the past and as long as the user has activeX enabled in their browser, they will see the flash in outlook express. Appart from that, it’s pretty much a no no.

  • Magazin

    Can somebody (Joe) point me out how or where to start building. I’m trying for years now making my signature into flash. Right now I attach a quicktime, a fine sollution only it doesn’t starts playing by default and shows the controller. And also I would like to stream instead of embeding the file. So flash seems a good option or is there some other sollution I didn’t catch.

    Code or or learning curve is much appriciated. (ps. I use a Mac).

  • mitch

    this article says one can use flash as a signature but if it is able to use it as a sig why cant it be used in the content…


  • Alicia

    I also agree that email is meant for Ascii plain text, no Html nor Flash.

    Nowadays most email clients do not display by default images, nor Html nor flash.

    Also, I think each of us who has important things in email, should back it up regularly. I used to do it manually by saving the .dbx files, until I found Outlook Express Backup Genie that does it automatically at regular times.

    I choused it over other because it can work with both MS Outlook and Outlook Express


  • Kim


    If you go one step further on the link (http://www.webreference.com/mu… you included for using Flash as a signature and go to their reference page (http://www.standardgraphics.ne…, you’ll find that it is a very old article and that they don’t Flash anymore for the exact reason stated here.


  • Prabhakar Kasi

    Great Article

  • Andrew O

    anyone ever heard of a method called Flash satay? Apparently you can manipulate the object tag, well more like strip it down, to make it more accecptable across multiple browsers.

    Has anyone ever used this method and tested it in email?

  • Al

    The problem with Satay, as I see it (I haven’t tested it) is that the host strips out EMBED and OBJECT element via a strict RegEx set in the same manner they are killing other elements (HTML tags, CSS, etc., based on their rules). If someone does have the inkling and can provide a test as broad as this article’s, I’d love to see it!

    Great article, btw…

  • Oi

    how are standard ecards created do they somehow embed the swf file in the email or do they provide a url back to their site were the swf file is contained

  • Pete

    I also did some test and it can’t / shouldn’t be done (in my opinion)

    We send/recieve ecards quite a bit and it’s always just a link that you click to see the flash.

    Great article


  • Pete

    Can someone describe what they mean by.

  • bradmatt275

    It will be interesting to see if the vista mail client “Windows Mail” will be able to support flash in emails

  • Nate

    As a video producer, you folks who posted that emails are just for Ascii plain text are showing your age. I have been emailing my clients attached Quicktimes for over a year. Yes, some of them email back the first time, so I have to tell these PC based dunderheads to turn off their scary spam filters. (reminds me of the Mac TV Spots) Content is content and if I can find away to jazz up your world with moving images and sound I will. Somebody is going to and I will keep looking for that app. Obviously from the content posted here, you dinosaurs are to old to dance any more.

  • Tony

    Also keep in mind, most spam and content filtering software (or hardware solutions) will reject or quarantine e-mail that contains Flash or JavaScript.

  • Sachin Sinnarkar

    Gr8 David!

    U have done gr8 job. as U have done outstanding study to play SWF with desktop & Web-Based mail client.

    I also working Email-Marketing domain. I want to sent video mail. I have done too much R & D for the same. But……….result was same.

    web-based mail client blocked the <javascript>, <embed> and <object> tags so we must think beyond it. He David! let me know if you got any solution!

    Sachin Sinnarkar

  • Big T

    I already know what the answer is, but could someone shed a little bit of light on if using an to display the flash content is possible.

  • Big T

    ** <iframe>

  • Chris

    Honestly, I’m glad none of the email clients show flash. Because if they did, more spam sites would be using it, and I REALLY don’t want to have to sit there and download that much crap just to toss it in my spam box.

    I’ve had spam before, to the point where 3 out of every 1,000 emails were NOT spam. It usually took about 10 minutes to download all the emails. And they were text-only. If they had been flash + html + pics + text, it would take hours.

    So thank you for doing this test to show the truth about flash in email. I hope it prevents future spambuse.

  • Chris

    SMTP is for ASCII, plain and simple. You can NEVER guarantee how it will look on the receiving end other than plain text.

    If you don’t like it, you can always create your own RFC, get it made into a standard and have it become as widely adopted as SMTP is.

  • Jason

    “Flash was built for the browser, and based on these results – that’s where it should stay.”

    Same could be said of html. I’m not advocating sending flash emails, but consider that 99% of people are using outlook/express and that 99% of people ‘allow’ anything regardless of security alerts it renders your analysis pretty much worthless.

  • Steve

    Jason, I’d be interested to know where you got your “99%” figures. First of all, not even Windows is 99%, never mind Outlook and Outlook Express. And even for those who do, do you suppose they use them 100% of the time? At work and at home? Second, I’m not sure about YOUR email lists, but ours our dominated by Hotmail and Yahoo accounts, and have been for a long time. So knowing that flash will not work for any of those people using web-based email clients is absolutely critical, at least for us.

  • Dave

    Some nice shots in your test email.

  • Walter Raleigh

    Seriously, “funnily”, come on!

  • mclaren

    Flash remains a worthless waste of bandwidth, even on browsers. If you want to cause people to flee and avoid reading your web page, include Flash! Since I utterly totallyy 100% refuse to download a Flash plug-in, all I see is an error message reading CLIC HERE TO DOWNLOAD LATEST FLASH PLUG-IN. This is very helpful. It’s an idiot detector. It tells me the person who designed the web page is an idiot, and so I click away — on the BACK button to get out of that web page.

    Half the people who browse the web are still on dialup. They don’t have 2 hours to sit around waiting for your wothless pointless meaningless animated Flash penguins to load. When 50% of the web-browsing populations hits your web page and sees Flash, they leave.


  • bARBUN

    It is impossible ti implement flash in Microsoft Outlook letter, because it will be not send. If you use TheBat there have a plugin which allow this.

  • RG

    The solution everyone is looking for is actually pretty simple: include a link. That’s right, good old href will work in every mail client. Then get back to doing something productive instead of screwing around with stuff that demonstrably won’t work.

    Besides, say you did get it to work in one mail client. That’s obviously a hole in that client’s security model — the makers obviously did not intend for Flash to run from emails — and will likely be fixed in a future update. So why depend on finding a bug in a mail client that will only be fixed in the future?

    href, my friends.

  • Nathan

    I have built an application that reads a html file and loads into a newsletter and for some reason it won’t pick up the:

    background-image: url(‘http://www.yousite.com/imageprop

    In fact there’s quite a few styles it won’t apply,

    Is this a known issue and should I be working around it or am I doing something wrong?

  • Mike

    E-mails are for text only, but to the ignorants who want to reduce it to ASCII. There’s more than ASCII out there in the world (that is: also outside the US borders). That is way smart people had to come up with UTF to circumvent the shortsighted invention of ASCII.

    But when it comes to E-mails, totally agree: text only!

  • Fons

    I would love to see a comparison like this one but for HTML. How well is HTML supported? what is blocked? What not?

    I hate HTML e-mails.

  • Dave Greiner

    Fons, every popular email client out there supports HTML, the problem is, some don’t do a very job of it, which we’re hoping to change.

  • FrancoisG

    Hey BigT,

    You might be on to something…. An iframe will pull external content…

    One thing that blows my mind is that nobody has talked yet about SWFObject… which by far surpasses any other method of embedding Flash.

    In fact, Adobe is scrapping any other method and will officially support SWFObject 2.0 as THE method for embedding Flash…

    BigT, we should talk.

    Toronto, Canada

  • Markability

    Flash is not supported yet on any email browser and for sure will not be a solution that soon. HTML is preffered for email marketing. We provide email marketing services to small to mid businesses and the HTML works perfect, here’s the full details on the MailerMailer study.

  • Anna

    Great test!

    I decided against Flash and use animated gifs instead….it does not have all the fancy features that Flash has but you can produce some nice results. I have four examples on my website of emails with animated gif content ….they are all too image heavy overall but you get the idea…..just make sure the first frame is not a fade in….

    I have a folder of around 40 animated emails from many brand companies that I keep for research and to show clients…..around 90% are gif based.

    See my 4 examples here:



  • Nick

    I’m glad there is basically no support for flash within an email because then I’d have to make it for clients. I don’t see why a lot of people are hating on html emails though, they are great, unless you subscribe to something meaningless when your trying to get some free junk online.

    I’m subscribed to a few HTML online news letters and in fact I produce and mail one out to subscribers on Monday’s. It’s a restaurant listing with dining reviews and such, and the user’s can click hyper links to visit restaurant pages if they like a review, etc, etc, with a little bit of imagry and stlying so the user doesn’t feel like their reading an email straing out of notepad. I mean jesus, you people hate GUI’s too?

    I could definatly see advantages and disadvantages to having flash &/or video in emails.

    Francois – The swfObject method is the way to go, but that’s javascript and won’t work within most/all mail clients.

    Great article!

  • Fredie

    this was great!!!

    the only thing i discover to use was to generate a gif from a flash file and the email client recognizes it as an image.

    the only problem is that you have to built everything in a single timeline with no actionscript, but depening on the purpose of the animation this was pretty handy.

    on outlook the animation plays as soon as you open the email, and on entourage you have to download the image but then it works fine.

    its not flash but its pretty close.

    sample file :http://xchange.thegateworldwide.com/Gate/postcard/postcard.html

  • Tom

    this article says one can use flash as a signature but if it is able to use it as a sig why cant it be used in the content…

  • Rules

    Everything great but true is that at the moment HTML is preffered for email marketing so we need wait some time and have hope that flash takes this place in near future…

    Anyway Graet Article…

  • gunjan soral

    this article says one can use flash as a signature but if it is able to use it as a sig why cant it be used in the content…

  • Stormy

    “SMTP is for ASCII, plain and simple. You can NEVER guarantee how it will look on the receiving end other than plain text.

    If you don’t like it, you can always create your own RFC, get it made into a standard and have it become as widely adopted as SMTP is.”

    Chris seems to neglect the fact that, as a markup language, HTML is transmitted as plain text. It’s the client that chooses to render the HTML. If you dislike HTML mail so much, just disable the rendering in your email client. Knock yourself out.

  • rzeszow

    I also find it’s a wrong idea. E-mail should be native – I mean the less html and gfx the better and clearer it is.

  • Daniella

    Thank you thank you! You just saved me hours of work. My boss asked me to investigate embedding flash in an email – using Constant Contact. I downloaded their 80+ page manual (which interestingly has directions on how to embed flash) and was going to try to tackle this tomorrow and the rest of the week/month. I didn’t think about the recipient BEING ABLE TO SEE IT, I was only concerned with whether I could learn how to do it and not feel like an idiot. Now I can tell them it can be done but should NOT be done. Thanks so much.

  • Keri Russel

    I’m subscribed to a few HTML online news letters and in fact I produce and mail one out to subscribers on Monday’s. It’s a restaurant listing with dining reviews and such, and the user’s can click hyper links to visit restaurant pages if they like a review, etc, etc, with a little bit of imagry and stlying so the user doesn’t feel like their reading an email straing out of notepad. I mean jesus, you people hate GUI’s too?

  • bet365

    The swfObject method is the way to go, but that’s javascript and won’t work within most/all mail clients.

  • Billy Chomsky


    this article was the best I’ve seen debunking the rumors of Flash in email and the benchmarks are now missing on this page. What happened?

  • bmvaughn

    What happened to the rest of the detail on this post? It seems to have disappeared and the original post it references is gone. This was an extremely helpful post to refer to!

  • bmvaughn
This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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