Email Marketing In Canada (CASL)

Canada’s Anti-Spam Legislation (known as “CASL” for short) came into effect on July 1st, 2014- is your business complying? With the introduction of Canada’s Anti-Spam Legislation (CASL) many businesses needed to review their email and electronic (SMS, Social Media) marketing practices.

The key requirements of CASL are:
1. Consent – the recipient of the email must have given his or her consent to receive commercial types of emails. The consent can be expressly given, meaning the recipient signed a document or checked a box on a form, indicating his or her consent to receiving these kinds of messages from the sender. It is recommended to obtain express consent  since that is valid until the recipient chooses to unsubscribe.
2. Content of the Message – the email must contain the name of the sender and contact information (address and telephone number, email or website). If the sender is sending the email on behalf of a third party (for example, a marketing agency is sending an email blast on behalf of its client), the sender must identify the person on whose behalf the message is being sent.
3. Unsubscribe – the email must contain an effective, no-cost mechanism that allows the recipient to unsubscribe from receiving future commercial messages.
Beyond these three requirements, you must ensure your business is being honest in its marketing and email messages, so that it does not mislead or provide false information to your customers. This includes sender information, subject matter, URLs and/or metadata. Keeping up to date on your emails is also very important. According to the law, even if you are outsourcing your email marketing efforts to a 3rd party you are still responsible for ensuring the campaigns being sent on behalf of your business are compliant.

You can find more information here: http://crtc.gc.ca/eng/internet/anti.htm