Expert Article | Canadian Anti Spam Legislation. What’s it to You – eh?
The Canadian government implemented CASL on July 1, 2014. How does that affect the average Canadian company?
Most of us know CASL as the law to stop email spamming. It’s actually designed to stop all types of electrical spamming including texting and tweeting. It also deals with software. But I’ll just talk about the electrical messaging part in this article.
CASL in a Nutshell
According to the law, you can only send an electronic message to someone if they already have a relationship with you, and they haven’t asked you to stop contacting them.
That means you’ll have to find another method to get your new prospect leads. If you already have the customer, you can continue to email or otherwise contact them. But keep a record of their consent in case there is a complaint.
Several companies have already been fined under CASL including:
- Porter Airlines,
- Rogers media,
- Kellogg and
- Blackstone Learning.
Cyberimpact is a company that manages CASL for businesses. They found the biggest reason companies were being fined was the ‘unsubscribe’ button. Either the link wasn’t working, or they didn’t unsubscribe someone within 10 days.
Emails sent by third parties is another issue. If another company is doing your marketing, you are still responsible for them doing things properly.
What’s a Company to Do?
According to Cyberimpact, there are three big musts when messaging someone:
- Identify yourself,
- have your contact info in the message, and
- have an ‘unsubscribe’ button – that works.
For all the legal information on CASL, check out the government website: https://crtc.gc.ca/eng/internet/anti.htm.
You need to know how CASL works and how to work with it.
Your customer relations and future prospects may depend on it.
David Zuvic, Terratech Copywriting