As noted in a recent blog, Canada's anti-spam legislation, generally known as CASL, came into effect in large part on July 1, 2014. We thought it would be helpful to remind people of some of CASL's key components. (Please see http://blog.blg.com/nfp/Lists/Posts/Post.aspx?ID=385 for information on the basic requirements under CASL and http://blog.blg.com/nfp/Lists/Posts/Post.aspx?ID=389 for information on consents.)
Today we will look at the main content required under CASL. (Please keep in mind that there are many details not included in this overview and that, like most things in life, the specific needs depend on the specific facts.)
CASL requires every CEM to have certain content, namely (the "Content Requirements"):
- identification information, being information about the sender (i.e., name, mailing address, and telephone number, email address or web address). Note that this information needs to be valid for a minimum of 60 days after the message is sent; and
- an unsubscribe mechanism that allows the recipient to indicate, using the same electronic means by which the CEM was sent, that they no longer wish to receive CEMs from the sender. There also needs to be a link or an email address to which the recipient can send the unsubscribe request. The unsubscribe mechanism must be easy to use and free, and implemented without delay and in any event, within 10 business days.
By way of example, the identification information would look something like this:
ABC Association of Ontario or "ABC association" 123 Main Street, Toronto, Ontario A1B 2C3
(416) 555‑1234 firstname.lastname@example.org
By way of example, the unsubscribe mechanism would look something like this:
You may withdraw your consent and unsubscribe from ABC association's e‑communications at any time by clicking here [with hyperlink.] Please keep in mind that by unsubscribing you may not receive communications of interest and importance to you.
There are many nuances to CASL and its application.
Next time: Unsubscribe Function!