It is a user setting, but you can change the defaults:
Email HTML formatting
Each JIRA user can specify in their own profile preferences whether to send outgoing emails in either text or HTML format. JIRA Administrators can specify a default email format by choosing the cog icon at top right of the screen, then System -> User Default Settings.
If you spend enough time as a Jira admin - whether you are managing a single, mid-sized instance, a large enterprise one or juggling multiple instances at once - you will eventually find yourself in ...
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