What is CASL (Canadian Anti-Spam Law)?
CASL is an anti-spam legislation that will apply to all types of electronic messages businesses sent in concert with commercial activities. The law was created to:
- Prevent the misuse of digital technology and electronic treats, and
- Help organizations stay competitive in the global digital market.
! CASL requires organizations to take permission from recipients before sending out commercial electronic messages (CEMs).
How to Take Permission from Recipients?
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Clearly identify the brand name asking for consent,
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Provide your email address, phone number or website to be reachable all the time,
- Create a relationship guaranteeing that their personal information will not be shared with third parties, and
- Offer a free unsubscribe option for subscribers who wish to opt out.
What happens if we don’t comply with CASL?
Organizations that do not meet the requirements of CASL may be punished by:
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Penalties charged up to $10 million
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Criminal charges
- Civil charges and/or
- Personal liabilities for executives.
How can you prepare for the CASL?
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Identify the channels through which you send commercial electronic messages (CEMs),
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Check if you have obtained the permission of your subscribers for CEM,
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Construct your campaign to comply with CASL requirements,
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Make sure your CEM content is in line with CASL requirements,
- Ensure that every single electronic message you send out allows for unsubscribing.
