The CASL Countdown is On – Are you Ready?

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If you are a business-owner and have not yet heard of CASL, you have just over a month left to prepare yourself and your business.

What is CASL?

CASL stands for Canadian Anti-Spam Legislation, and it’s purpose is to promote the efficiency and adaptability of the Canadian economy by regulating commercial conduct that discourages the use of electric means to carry out commercial activities.

In short, the legislation attempts to ensure that all contact you initiate for your business electronically is information that your recipients want (i.e have consented) to receive.  Electronic communication, in this case, applies to email, SCS and Social Media direct messaging (LinkedIn In-mail, Twitter and Facebook messaging).

The legislation refers to messages whose purpose is to encourage participation in a commercial activity within the content of the message – offers to purchase, sell, lease a product, goods or services or the promotion of a public person as well as any advertising of these things.

According to the legislation, after July 1st, 2014 you could be penalized as an individual up to $1-million dollars, and as an organization, up to $10-million dollars!

Now, that you know what CASL is, how do you prepare yourself and your communications plan so that you are compliant with the legislation?

How Do You Comply?

  1. Proof of Consent for each email or other types of electronic communication
    1. Divide your emails into three groups: Expressed (“Yes, I want to receive this information”) Implied (those you have done prior business with, or collected business cards, but have not received Expressed Consent) and Unknown
    2. Review and change wording wherever you collect emails, ensuring that you make it clear that submitting an email address is proof of Consent to receive further information
  2.  An unsubscribe process in every digital communication
    1. Should be immediate and automated, but the legislation gives you 10 business days to remove the unsubscribed recipients from you lists
  1. Documented date and type of each consent
  1. Sending out electronic communications after July 1, 2014 should include:
    1. The name of the person sending the email or the name of the person is being sent of behalf of
    2. Contact information for the subscriber to access the organization sending the email

CASL does not have to be a frightening change in the way that you do business after July 1st, 2014. But it will take your diligent preparation to ensure that your business is ready for the change. This is a good and necessary reason to spend time with your email lists, to organize and understand them. You will need to ensure that whenever you are collecting an email to add to your list, that you have a process for your recipient to Opt-In to receive your information, in hard copy, on your website, etc.

Most importantly, use your networks and fellow business-owners to share ideas and learn new ways to tackle the roadblocks that the legislation presents.

For more information visit: http://fightspam.gc.ca/

Had you heard of CASL before reading this blog? How are you preparing for July 1st? What are you most concerned about? I look forward to your thoughts below.

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One Comment on “The CASL Countdown is On – Are you Ready?”

  1. doug says:

    Thank you for this timely blog Philip.


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