• June 11, 2014

Canada's Anti-Spam Legislation

Canada's anti-spam legislation (CASL) will come into effect July 1, 2014. It is in place to protect Canadians while ensuring that businesses can continue to compete in the global marketplace.

According to the Canadian Radio-television and Telecommunications Commission (CRTC) there are three simple rules to follow when sending a Commercial Electronic Message or CEM:

  1. Consent: Have expressed or implied consent before sending
  2. Identification: Clearly and simply identify yourself
  3. Unsubscribe Mechanism: Every message sent must include an unsubscribe option

What should I do?:

Become familiar with the new anti-spam legislation and key dates by looking at the following suggested links to start:

There is great information on these sites that will help you understand what the laws are and where you fit with your current electronic marketing practices.

Things to consider and review:

  • Is what you are sending a CEM?
  • Ensure your subscription is opt-in not opt-out (can't be pre-checked)

Dates to be aware of:

  • Coming into force: The new laws will come into force on July 1, 2014
  • Transition: There is a three year transition to replace implied consent with express consent with a pre-established relationship between you and the recipient of a CEM (deadline of July 1, 2017).

A positive perspective:

"In the end, delivering CEMs exclusively to those who consent means your highly targeted marketing messages are reaching those who want to receive them, which will ultimately improve the effectiveness of your marketing."
- Jeff Quipp, Financial Post Article "Will you be in compliance with Canada’s new anti-spam legislation come July 1?"

Please be informed:

You are responsible for ensuring you are in compliance. The information above does not represent legal advice nor does it cover all aspects of CASL.

Don't be a spammer,

The Smallbox Team