In a series of three webinars, Ryan Moss, Director of ISP and Client Relationships at TC Media, prepares marketers for Canada’s Anti-Spam Legislation (CASL). In the second webinar, he reviews what information you, as a marketer, need to collect, and will share examples of practical use cases through fictitious scenarios. Listen to the webinar here: https://transcontinental-printing.webex.com/ec0701l/eventcenter/recording/recordAction.do?theAction=poprecord&AT=pb&internalRecordTicket=000000010f6ea36a19e8483bc4e9dd6d6486a80e881e5a92d3deac656318fe6e02d00120&isurlact=true&renewticket=0&recordID=69317292&apiname=lsr.php&needFilter=false&format=short&&SP=EC&rID=69317292&RCID=2ab2c636fb664b35aa5a2f35d128cd2e&siteurl=transcontinental-printing&actappname=ec0701l&actname=%2Feventcenter%2Fframe%2Fg.do&rnd=8193962712&entactname=%2FnbrRecordingURL.do&entappname=url0201l

1. 2014 1
CASL
Canada’s Anti-Spam Law
Webinar Two – Identification and Unsubscribe Mechanism
2014

2. 2014
Disclaimer
2014
The information included in this presentation may not reflect the
views of Industry Canada, or the Canadian Radio-television and
Telecommunications Commission. This information was created
to provide a practical application to CASL. None of the
information provided should be used as legal advice. For all legal
matters, marketers are encouraged to speak with their own legal
counsel .

3. 2014
Purpose
2014
“An Act to Promote the efficiency and adaptability of the Canadian
economy by regulating certain activities that discourage reliance on
electronic means of carrying out commercial activities, and to amend the
Canadian Radio-television and Telecommunications Commission Act, the
Competition Act, the Personal Information Protection and Electronic
Documents Act and the Telecommunications Act”
-fightspam.gc.ca

4. 2014
Three Primary Rules
2014
Webinar 1:
Consent
Webinar 2:
Identification &
Unsubscribe
Webinar 3:
Last Minute
Guide
April 1 June 18Today

5. 2014 5
Background
Identification
Unsubscribe
Exclusions
Getting ready
Agenda

6. Background
2014

7. 2014 7
Background
MAY 2004
IC establishes task
force on spam
APRIL 2009
Bill 27, introduced
in Parliament
MAY 2010
Re-introduced as
Fighting Internet &
Wireless Spam Act
(FISA)
DECEMBER 2010
Receives Royal
Assent
MARCH 2012
CRTC presents
final regulations
DECEMBER 2013
IC presents final
regulations
JULY 2014
CASL Enforcement
begins. Law is enforceable
and compliance is required
JULY 2017
PRA delayed
until then

8. 2014 8
CASL Review
LEGISLATION
Against unsolicited
electronic
communication
DETAILED RULES
For commercial
electronic messages
sent from or
accessed in Canada
CONSENT
Sender must attain
some form of consent
before sending CEM
FINES
Up to $10 million
for corporations
and $1 million
for individuals
ENFORCEMENT
No minimum #
to be caught

9. 2014 9
What Does
CASL Cover?
• Commercial electronic messages
• Installation of computer programs
• Altering transmission data
2014 9
Note: exemptions apply

10. 2014 10
Commercial Electronic Messages (CEM)
• What is CEM?
• What may not be CEM?
Note: does not encourage participation in commercial activity

11. 2014
Identification
2014

12. 2014 12
CEM Identification
EVERY CEM NEEDS TO INCLUDE:
• Identity of collector/sender
• Identity of advertiser
• Use legal name, not brand name
• Mailing address
• Either telephone, email, web address
• Functional for at least 60 days
• Identify list owner or third party
• Notification statement – if applicable

13. 2014 13
CEM Example – Branded Offer

14. 2014 14
CEM Example – List Rental / Third Party
• Not to be confused with a list purchase.
List never changes hands

15. 2014 15
CEM Example – Identification of Referral Email
You are receiving this email because you were
referred by Joan Smith. This message was
intended for user@domain.com

16. 2014 16
Insufficient Information for Identification
From:
To:
Subject:
Brand X [mailto:mail@brand-x.com]
user@domain.com
Offre partenaire: Grattez jusqu’à 100% de rabais
Pour cesser de recevoir nos Brand X, envoyez-nous un courriel en cliquant ici, Ne changez pas le message ni le titre, sinon votre nom ne sera
pas retiré. Vous recevrez encore une ou deux info-lettres après votre demande. Vous avez reçu ce message d'un ami? Pour vous abonner
à notre Brand X et la recevoir à toutes les semaines, cliquez-ici. Enfin, soyez assuré que jamais nous ne vendrons, échangerons ou louerons
votre adresse de courriel
• Missing Identification and contact methods
• Missing unsubscribe
• Missing Privacy Policy

17. 2014 17
Subscription Identification
EVERY OPT-IN CHANNEL MUST INCLUDE:
• Identity of collector/sender
• Identity of advertiser
• Mailing address
• Either telephone, email, web address
• Functional for at least 60 days
• Consent statement
• Purpose

18. 2014 18
Identification
SPECIAL CASES:
• Call centre
• Point of sale
• Text message – SMS
• In store ballots
• Fish bowls
• QR codes / Text to signup
• ESP or agency
• Forward to a Friend

19. 2014 19
Identification for a Contest
2014 19

20. 2014 20
Identification for Newsletter Sign-up Page

21. 2014 21
No Proper Identification for a Referral Email
• Missing Identification and contact methods
• Missing Senders First/Last name

22. 2014
Unsubscribe Mechanism
2014

23. 2014 23
Unsubscribe
• Readily performed
• Processed in less than 10 days
• Functional and available for 60 days
• Simple, no cost
• Sent, not received (reply to unsubscribe)

24. 2014 24
Unsubscribe
• Multi-part messages (plain text & HTML)
• SMS short codes, ‘Reply’, ‘click a link’ and ‘email
to unsubscribe’ acceptable
• Should not require log-in or ask for information
other than email address.
• Preference centre is preferred over list
unsubscribe*
• Confirmation of unsubscribe via landing page*
*Best practice – not required

25. 2014 25
Give Consumers Options to Change their
Email Preferences

26. 2014 26
Another Great Email Preferences Page

27. 2014 27
Confirmation of Unsubscribe

28. 2014 28
Example of Bad Unsubscribe Mechanism

29. 2014 29
Do Not Send an Email to Confirm the
Person is Unsubscribed
From:
To:
Subject:
Brand X [mailto:mail@brand-x.com]
user@domain.com
You have been unsubscribed
This email is to confirm that you have
been removed from the subscription list
of newsletter XYZ from Brand X.
Thanks and hope to see you soon!
Brand X

30. 2014
Getting Ready
2014

31. 2014 31
Getting Ready / Best Practices
• Err on the side of caution.
• Update subscription checklist and approval process
• Be sure all CEMs include link to the privacy policy
• Testing templates and unsubscribe mechanisms
periodically
• Data inventory / syncing (unsubscribe data)
2014 31

32. 2014 32
Getting Ready / Best Practices
• CEM classification
• Team education
• Determine if you need to identify your ESP or agency
• Create escalation paths in case of
complaints/undertaking
2014 32

33. CONTACT
Ryan Moss
Director, ISP & Client Relationship
TC Media
2014
ryan.moss@tc.tc
416-218-3609
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