Do you send email to, from, or through Canada? If so, did you know that Canada’s new Anti-Spam Legislation (CASL), which goes into effect on July 1, 2014, means big changes for your email program? It’s true! The clock is ticking. With less than five months to go, now is the time to get informed and prepare for CASL’s implications. Greg Robinson, Deliverability Manager at Informz reviews what this means and what needs to be done. Topics discussed include: - What is CASL and how do I determine if my organization is impacted? - What constitutes consent? - Do we have to provide an unsubscribe mechanism? - How must we identify our organization? - Are there any exemptions?

1. CASL: What Email
Marketers
Need to Know
Andrea Zappone – Client Sales Executive
Greg Robinson – Deliverability Manager

2. Disclaimer
We are not lawyers and we cannot provide legal
advice. Sender processes and situations vary
significantly, so we advise consulting a lawyer
when analyzing the granular details of CASL and
how they apply to your organization.
We are here to offer awareness and our
interpretation as email marketers.

3. What is CASL?
“…regulating certain activities that
discourage reliance on electronic means of
carrying out commercial activities…”
Spamming
Hacking
Harvesting
Fraud
Malware
Invasion of Privacy

4. Does CASL Affect me?
Do you send email from Canada?
YES!
Do you send email to anyone in
Canada, even if located elsewhere?
YES!

5. CASL Requirements
 Permission is required
 Be prepared to prove it!
 Consent forms must not be pre-checked
 Functioning unsubscribe mechanism
 Accurate sender info and subject lines
 Include postal address and contact information
 Identify organizations for whom the message is sent

6. What CASL exemptions
exist?
Response to inquiries
Email to Family & friends
Between companies with an existing relationship
Work email between coworkers
Political and Charity emails not promoting a product
Transactional email with NO marketing
Legal messages for collections, recalls or copyright info
Single messages based on referrals

7. Consent – “The BIG ONE”
Express
vs
Implied

8. Implied Consent
Existing business relationships
Existing non-business relationships
Conspicuously posted email addresses
Directly supplied addresses

9. Express Consent
Clearly stated purpose of consent
NO PRE-CHECKED BOXES
May UNSUBSCRIBE at any time
Contact information must be provided
*Grace period of 3 years

10. CASL – Coming into Force
July 1, 2014: Primary Legislation
January 15, 2015: Computer Program Provisions
July 1, 2017: Private Rights of Action
Express Consent grace period ends

11. CASL Compliance Planning
1.
2.
3.
4.
5.
List CEM categories
Create CEM definition guideline
Determine if new consent must be
obtained
Update consent request processes
Build fields into database for offline
consent

12. CASL Compliance Planning
(Cont’d)
Review and update email templates
7. Test and update unsubscribe mechanism
8. Train staff on new policies
9. Build an “exit” strategy
10. Create plan to reconfirm implied consent
11. ASK QUESTIONS!!!
6.

13. QUESTIONS?
Please submit via the chat box
Don’t be shy 
Unanswered questions will be shared via
email post webinar

14. THANK YOU!