On July 1, 2014, Canada's Fighting Internet and Wireless Spam Act (often referred to as Canada's Anti-Spam Legislation [CASL]) went into effect. This law has several requirements that affect CEM, including emails. While Higher Logic cannot provide legal advice, we can still make sure you're aware of the law so you and your legal team can protect and educate yourselves.
There are several key requirements for CASL, including:
- Accurate header information
- Clear identification of yourself and your organization (sending address)
- Clear opportunities for clients/customers to unsubscribe from your communications (unsubscribe links)
- Proof of explicit or implied consent from subscribers to receive messages
The last point above (explicit or implied consent) is critical to understand: You can't send a message without your subscribers saying "Yes, you can contact me!" This means, for example, that you cannot automatically opt-in subscribers on subscription forms with pre-checked interests. And, while existing business relationships may suffice as implied consent, these are often difficult to track. Ultimately, It boils down to this: you cannot send messages without some form of the recipient's consent.
Who and What is Affected?
CASL affects any individual, business, organization, etc. that sends CEM. It applies to all CEM, including:
- Instant Messaging
- Social Media
- Text Messages/SMS
Remember, no type of organization (including charities, non-profits) is exempt! If you use CEM to promote your organization, CASL affects you.
What Can I Do?
According to the Government of Canada's official web page on CASL, there are a few things you can do to "maintain the trust and confidence of your clients."
- Do not send messages without consent
- Provide a chance to unsubscribe
- Identify yourself and your organization
- Be truthful in all advertising
To learn more about CASL, click HERE.