CASL, Spam, & You

On Monday, July 1, 2014 - Canada Day - a new law comes into effect: the Canadian Anti-Spam Law (CASL).

This post was updated in July of 2022. The content of this article applies to email messages only.

On Monday, July 1, 2014 – Canada Day – a new law comes into effect: the Canadian Anti-Spam Law (CASL). We will be informing, supporting, and guiding our clients’ compliance efforts. Our clients will be in compliance before July 1. For businesses and organizations, CASL requires that recipients of messages consent to receiving them, that senders identify themselves clearly in every message, and that an easy unsubscribe function be included in each message.

Better Safe Than Sorry

We’ve taken a better-safe-than-sorry approach to bringing our clients and lists into compliance.

Even if you feel your messages are not commercial in nature, you may have to look closer at your content. By promoting a local business, supporting fundraising activities of non-registered charities, and other seemingly innocuous activities you could be breaking the law.

There are exemptions for politicians soliciting donations, registered charities, and others. The exemptions are not straight-up exemptions though.

The bottom line: unless, you’ve confirmed consent, identified yourself, and included an unsubscribe option you can not be sure you’re in compliance.

There’s a Bright Side

The most effective email marketing efforts target engaged, consenting subscribers. What’s the value of your list if the people your communicating with don’t want or read your messages? We always encourage clients to ensure they have consent and automated subscription functions for easy management and a user-friendly process.

We are a MailChimp partner, as such we use MailChimp for all email marketing. MailChimp policies encourage double opt-in consent, require proper identification, and provide an easy unsubscribe option.

There’s a reason the most successful email marketing platforms do this: your success is their success and depends on users getting as little spam as possible.

Bringing your list into compliance is simply a way to refresh your list, you may lose some subscribers but you’ll be left with a more engaged and captive audience.

Resistance is Futile

The law comes into effect in a few weeks, it was passed in 2010. There’s no changing it.

Get with the program and get your ducks in a row now. If you need a hand, we’re here to help. Give us a call or drop us a line here. For more information check out the following resources from CRTC, MailChimp, and Campaign Monitor.

External Resources

Canada’s Anti-Spam Legislation

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