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Over the past few weeks, the topic of the new CASL (Canada Anti Spam Legislation) has re-surfaced around the industry, since CASL will be coming into effect July 2014 and will affect how email consent is defined and collected. Compared to regulations in other regions, Canada’s Anti Spam Legislation is particularly aggressive in terms of enforcing email consent. What does this mean for email marketers? We’ve outlined key tenets of the new law in order to help marketers better understand how CASL will impact their email marketing programs:
What Is CASL?
CASL stands for Canada’s Anti Spam Legislation, a new law aimed at regulating commercial electronic messages (CEM) that will come into effect July 2014.
What Are The Focus Areas of CASL?
How Does CASL Impact Email Consent?
Who Does CASL Apply To?
CASL applies to any marketer sending commercial electronic messages (CEM) to or from Canada. This means that while emails are included, CASL also regulates other forms of electronic messages such as SMS, Instant Messages and social media messages.
What Are the Potential Impacts of not Complying with CASL?
The fines for not complying with CASL, once it is fully in effect, can be up to $10 million per violation. There are also criminal charges that apply to organizations that mislead recipients with false sender information within a commercial electronic message.
How Can Marketers Comply with CASL?
After thoroughly reviewing the email consent requirements under CASL, marketers should be assessing their current email consent process to understand what, if any, changes need to take place over the coming months to comply with CASL.
We strongly advise that all marketers consult their ESPs and legal counsel over the coming months to adequately prepare for CASL coming into effect.
Quick step-by-step guide on CASL*: