Canada’s anti-spam legislation (CASL), also known as C-28, comes into full force on July 1 of this year. If you’re sending emails to Canada and haven’t already taken steps to prepare for CASL, you have a few short days to get ready to comply with what is considered to be the most stringent anti-spam legislation in the world. And there’s a major incentive to do so: fines of up to $10 million for a business, or $1 million for an individual.
CASL and the concept of consent
At the heart of CASL is the need to obtain consent – either explicit or implied – in order to be able to send Commercial Electronic Messages (CEMs) to your customers, prospects or subscribers.
Explicit consent is consent which is given verbally or in writing by a contact, using various means including a web page that provides a check box (which cannot be pre-checked) or a subscribe button.