Canada has a new email marketing law, CASL (Bill C-28) that will go into effect by mid 2012. Do you know how these upcoming changes will impact your email marketing campaigns to Canada? We invite you to read this brief article so that you are aware of the new challenges for marketers and commercial enterprises with this anti SPAM law.
The purpose of Bill C-28 is to increase Canadian consumer’s confidence in electronic commerce by protecting Canadian consumers and businesses from unwanted and unsolicited electronic messages, spam and related threats. Bill C-28 covers: Emails, Instant Messaging (IM), SMS, Social Networks, and mobile marketing. It applies to all digital messages sent to Canadian consumers, regardless of where the e-mail sender is located. If you are using any of these electronic communication systems to market to your Canadian customers, make sure that your company understands Bill C-28.
Marketers must have the consent of their recipients before sending them any unsolicited electronic messages. This means that companies should avoid sending out emails to a purchased list of potential clients because there are heavy fines and penalties per violation. Also, they should have an opt-in and opt-out process when they communicate electronically with Canadian consumers. However, among the exceptions to the CASL opt-in requirement are prior business and family contacts.
For more information about CASL (Bill C-28), please go to the following links: