Are you the Master of your CASL?

By Wired Messenger Email Marketing, Lifestyle

Cartoon illustration of castle, knight and queen

Wait, what? Did you mean C-A-S-T-L-E? Nope, I meant CASL. For those who might not know, CASL stands for Canada’s Anti-Spam Legislation. Simply put, it requires that anyone sending commercial electronic messages to comply with a set of rules and regulations.

It affects any and all organizations that sends commercial electronic messages (i.e. email) that fits with at least one of the following conditions:

  • Your recipients either live in Canada or have an email address that ends in .ca
  • Your organization is based in Canada
  • The computer used to send your commercial electronic messages is based in Canada

So what are those rules you ask?

Glad you asked! The main principle behind being CASL-compliant is all about making sure that everyone you’re sending commercial messages to have given you their permission to send them those messages. Just because you’ve collected an email address for example, because a customer made a purchase on your website, it doesn’t mean that you are fully compliant! According to CASL, it is your responsibility to make sure you get their explicit permission to send them commercial messages!

And what if I don’t?

Penalties for non-compliance can be harsh and extreme. They include:

  • Up to $10 million in fines per message sent, which is administered by the Canadian Radio and Television Commission (CRTC)
  • Private rights of action (allows private parties to bring a lawsuit)

So it’s pretty serious stuff! And this comes fully into effect on July 1st, 2017. Download the PDF!

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