Refresh your CASL knowledge

The 2021 Digital Marketing Pulse Survey found that awareness and usage of email marketing remains pervasive among marketers. As this tactic becomes increasingly sophisticated, compliance with Canada’s Anti-Spam Legislation (CASL) requirements is more important than ever. 

While CASL regulates a broad range of activities, the rules about sending Commercial Electronic Messages (CEMs) into or from Canada are the most relevant for marketers. Under CASL, a CEM is a commercial e-mail, or a message sent electronically that encourages participation in a commercial activity. This includes but isn’t limited to email, SMS/text messages and private messages sent on social networking platforms.

Here are the four major CASL rules for sending CEMs - in a nutshell:

• CASL requires consent before sending CEMs.
• Consent cannot be bundled. 
• Unsubscribe requests have a set timeframe in which they must be actioned.
• You can send a CEM one time to a person whose information you received through a referral.

The above may sound simple enough, but it’s important to keep in mind that there are nuances to these rules that require a deeper dive to ensure you are fulfilling all requirements for each. Marketers are encouraged to familiarize themselves with CASL and brush up on the specifics on a regular basis.

Members are reminded that they can also access CMA’s CASL resource guide.

Questions or comments? E-mail us.