When Reader’s Digest sends a touching email asking for consent, you may realize that something new has been happening in emails: more and more, consumers are getting the relationship question. Well, the business relationship question, anyway. Companies sending commercial electronic messages are now asking for explicit client consent to continue marketing products and services to Canadians.
As a consumer, this newfound respect is certainly intriguing (and, in the case of some relentless spammers, possibly unnerving). But there is a reason for it. As of July 1, 2014, CASL, Canada’s Anti-Spam Legislation, is now in effect. The law is intended to provide strong protections for consumers against the most damaging spam and threats, while limiting the impact on Canadian businesses. By providing a legal mechanism to obtain express consent from existing clients, businesses retain the ability to responsibly send marketing messages and compete on the global stage.
This is great news for consumers and businesses alike. However, if you are in business, you need to know what your business may or may not do to be compliant under this significant new legislation. In fact, anyone who makes use of commercial electronic messages needs to be aware of CASL.
See below to download a visual overview of CASL.