Email Marketing
How to Comply with Canada's Anti-Spam Legislation (CASL): DOs and DON'Ts Checklist
![Direct-Objective-Consulting-CASL-DOs-and-DON’Ts Direct Objective Consulting CASL DOs and DON'Ts](https://test.directobjective.ca/wp-content/uploads/2019/12/Direct-Objective-Consulting-CASL-DOs-and-DONTs.jpg)
- Published: 30/06/2014
- (Revised: 02/02/2023)
- Reading time: 2 minutes
July 1st is not only Canada Day but also the day Canada’s Anti-Spam Legislation (CASL) comes into effect. The law has been described by some as the most stringent anti-spam legislation in the world. The CBC recently reported that according to the Canadian Federation of Independent Business (CFIB), most small-medium businesses are still unprepared to apply the new legislation. Help your company prepare for the implementation of the new regulation by following these 5 steps:
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1. Verify Whether You Have Received Express Consent From Your Canadian Contacts
CASL deals with two types of consent:
- Express consent: a recipient explicitly asks to receive your commercial electronic messages (CEMs). This expires only when an unsubscribe request is received;
- Implied consent: a relationship exists but the recipient has not explicitly asked to receive CEMs. This, on the other hand, expires after 24 months.
![Blog_BG_mobile](https://test.directobjective.ca/wp-content/uploads/2022/12/Blog_BG_mobile.jpg)
2. Ensure That All Your Electronic Communications Are Compliant With CASL
Every CEM you send must:
(1) Be sent with consent of the recipient;
(2) Clearly identify the sender; and
(3) Provide an unsubscribe mechanism.
![Blog_BG_mobile](https://test.directobjective.ca/wp-content/uploads/2022/12/Blog_BG_mobile.jpg)
3. Define a Plan to Gradually Build Express Consent From Your Canadian Contacts
You have a period of three years to ask for express consent from your existing business relationships. Implement a plan to gain their consent to ensure you can continue to send them CEMs.
![Blog_BG_mobile](https://test.directobjective.ca/wp-content/uploads/2022/12/Blog_BG_mobile.jpg)
4. Keep a Database to Monitor Express and Implied Consent
In order to comply with the Canada’s Anti-Spam Legislation (CASL), maintain a centralized database to keep track of your contacts and their levels of consent. You must be able to prove consent by providing the following information:
- What type of consent was obtained;
- When it was obtained;
- The context in which it was obtained.
![Blog_BG_mobile](https://test.directobjective.ca/wp-content/uploads/2022/12/Blog_BG_mobile.jpg)
5. Educate Your Team About the DOs and DON'Ts of CASL and Enforce New Policies
It is critical that your employees be fully aware of the new Canada’s Anti-Spam Legislation regulations, implications, and risks. Learn more with our CASL DOs and DON’Ts document.
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