Use this infographic to learn more about Canadian Anti-Spam Legislation (CASL), an upcoming law governing commercial electronic messaging (CEM) in Canada. Using a beach/sandcastle motif, the infographic outlines who CASL impacts, what it requires, and best practices commercial senders can implement to help ensure compliance. The key takeaway? While many digital and email marketing professionals are concerned about preparing for CASL, it shouldn’t pose a great challenge for senders who apply best practices around permission and acquisition. The full guidelines will be published once the law is official (expected later this year). Until then, you can prepare for—and even get ahead of—CASL by auditing your data collection processes and ensuring that you’re getting explicit consent at all points of entry!

1. While CASL is not scheduled Use this infographic to explore
to go into effect until later this CASL and its requirements,
year, the stipulations are fairly as well as best practices
well defined. The most important you can implement now to
relate to permission and consent. ensure compliance.
CEM
CASL (Commercial Electronic
Messages)
(Canadian Anti-Spam
Legislation)
What/Who? Message
Any CEM sent from or Requirements:
Sender identification
Mailing address*
accessed by a computer Penalties up to: One additional contact
system in Canada
Exemptions:
$
10,000,000 (telephone, email, website)
CAD for organizations Easy unsubscribe
Non-Canadian senders with
non-Canadian products/services
that could not be expected
$
1,000,000 (no more than 2 clicks)*
to know their message will CAD for individuals *Valid for at least 60 days
be accessed in Canada.
CASL
Governs All CEM
APP
Email SMS Mobile Push
Social Media IM
Best practice: use campaign
management to centrally manage
channel-level permissions
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When you think about it, the CASL requirements are
based on universal digital marketing best practices.
If you implement them now, you’ll have a solid
foundation that will prevent you from being swept
away when the law goes into effect.