The Canadian government has enacted new legislation with hefty fines for individuals and companies sending electronic communication to its citizens. The rules, effective July 1, 2014, are outlined under CASL (The Canadian Anti-Spam Legislation) – and clearly indicate the need for consumer and recipient consent prior to sending any communication.
There are three types of consent outlined:
- Express consent
- Implied consent for business relationship
- Implied consent for non-business relationship
A FEW WORDS ON CONSENT
· Requests for consent must include a statement indicating unsubscribing from the list is always an option.
· Unsubscribing must always be an option with every communication.
· Consent must require an action, such as checking a box. The box cannot already be checked (that would require no action).
CASL also covers notes on misleading or false subject lines, the unsubscribe process (within 10 days), communication requirements (physical mailing address and additional contact channel), and referral guidelines. For additional details, please refer to the website.
The good news? Brands and retailers have until June 30, 2017 before the Implied Consent deadlines are enforced.
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