Stop	
  Spam	
  
Implica(ons	
  of	
  CASL	
  
Housekeeping	
  
A	
  marketer	
  not	
  a	
  lawyer.	
  	
  
Intended	
  as	
  a	
  base	
  of	
  informa(on,	
  not	
  l...
How	
  did	
  we	
  get	
  here?	
  
A	
  brief	
  legal	
  history	
  –	
  CANSPAM,	
  PIPEDA,	
  PIPA,	
  ECPA,	
  &	
  ...
Heavy	
  Penal9es	
  and	
  Broad	
  Liability	
  
For	
  corpora(ons	
  &	
  the	
  officers	
  and	
  directors	
  of	
  t...
Worst	
  Case:	
  
You	
  send	
  10,000	
  messages	
  to	
  a	
  
list.	
  50	
  people	
  on	
  that	
  list	
  file	
  ...
I	
  tried	
  my	
  best.	
  
The	
  due	
  diligence	
  defence.	
  
What’s	
  Covered?	
  
All	
  kinds	
  of	
  electronic	
  messages,	
  sent	
  from	
  any	
  loca(on	
  in	
  the	
  wor...
Excep9ons	
  
Some	
  groups	
  are	
  exempt	
  from	
  CASL	
  
	
  
u Chari(es	
  are	
  explicitly	
  excluded	
  fro...
Excep9ons	
  
CEMs	
  are	
  not	
  covered	
  under	
  CASL	
  when:	
  
	
  
u  The	
  CEM	
  is	
  sent	
  between	
  ...
Do	
  I	
  Always	
  Need	
  Consent?	
  
	
  There	
  are	
  situa(ons	
  where	
  consent	
  is	
  not	
  required.	
  T...
Express	
  Consent	
  
Opt-­‐in	
  form,	
  requires	
  deliberate	
  ac(on.	
  
Implied	
  Consent	
  
When	
  consent	
  is	
  taken	
  as	
  a	
  given	
  part	
  of	
  the	
  rela(onship.	
  
3rd	
  Party	
  Referral	
  
Referral	
  Marke(ng	
  is	
  used	
  worldwide	
  to	
  help	
  businesses	
  grow	
  databa...
3rd	
  Party	
  Referral	
  
“One	
  Ping,	
  and	
  One	
  Ping	
  Only”	
  
Consent	
  has	
  a	
  
“Best	
  Before”	
  
Date	
  
Typically	
  two	
  years	
  from	
  the	
  date	
  of	
  the	
  las...
You	
  must	
  iden9fy	
  yourself	
  
Either	
  within	
  the	
  message	
  itself	
  or,	
  where	
  that	
  isn’t	
  re...
You	
  must	
  honor	
  unsubscribe	
  requests	
  
You	
  have	
  10	
  business	
  days	
  to	
  remove	
  someone	
  fr...
Permission	
  under	
  PIPEDA	
  is	
  NOT	
  grandfathered.	
  
You	
  will	
  need	
  to	
  cleanse	
  your	
  list	
  w...
CASL	
  vs.	
  CAN	
  SPAm	
  
CASL	
  
u Includes	
  all	
  conceivable	
  
types	
  of	
  electronic	
  message	
  
u ...
This	
  slide	
  reprinted	
  with	
  permission	
  of	
  Dentons.	
  It	
  is	
  provided	
  for	
  informa(on	
  only	
 ...
Ac9on	
  Steps	
  for	
  Business	
  Leaders	
  
u  Take	
  an	
  inventory	
  of	
  all	
  the	
  ways	
  your	
  busine...
Food	
  For	
  Thought	
  
How	
  do	
  you	
  communicate	
  with	
  your	
  communi(es	
  today?	
  Will	
  that	
  s(ll...
Thank	
  You	
  
If	
  you’d	
  like	
  to	
  con(nue	
  the	
  conversa(on:	
  
www.kine9xmedia.com	
  	
  
	
  
	
  @Kin...
Upcoming SlideShare
Loading in …5
×

Introduction to CASL | Canada's Anti Spam Law

314 views
259 views

Published on

Companion CASL Readiness Toolkit now available for download at: http://ow.ly/vUbqD

When Canada's anti-spam law comes into force on July 1st, 2014, it will dramatically change how businesses can communicate with customers and prospects. Find out what you need to know, and what you should be doing right now to make sure your company is prepared.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
314
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Introduction to CASL | Canada's Anti Spam Law

  1. 1. Stop  Spam   Implica(ons  of  CASL  
  2. 2. Housekeeping   A  marketer  not  a  lawyer.     Intended  as  a  base  of  informa(on,  not  legal  advice.   Twi?er  hashtags:  #CASL,  #KINETIXMEDIA  
  3. 3. How  did  we  get  here?   A  brief  legal  history  –  CANSPAM,  PIPEDA,  PIPA,  ECPA,  &  others.  
  4. 4. Heavy  Penal9es  and  Broad  Liability   For  corpora(ons  &  the  officers  and  directors  of  those  companes.  
  5. 5. Worst  Case:   You  send  10,000  messages  to  a   list.  50  people  on  that  list  file   spam  complaints.  In  the  worst   of  all  scenarios:   u  your  business  pays  $10,000,000   u  your  CEO  &  each  officer  pays   $1,000,000   u  your  agency  pays  $10,000,000   u  your  agency’s  owner  pays   $1,000,000   u  you  are  sued  privately  for  an   addi(onal  $10,000   u  You  are  assessed  addi(onal  fines  by   the  Privacy  Commissioner  
  6. 6. I  tried  my  best.   The  due  diligence  defence.  
  7. 7. What’s  Covered?   All  kinds  of  electronic  messages,  sent  from  any  loca(on  in  the  world,  to  a  Canadian  electronic  address   or  to  a  person  who  is  in  Canada.     CASL  is  an  opt-­‐in  law  –  that  means  that  you  must  have  either  EXPLICIT  or  IMPLICIT  consent  to  send  a   message  that  qualifies  as  a  CEM.  
  8. 8. Excep9ons   Some  groups  are  exempt  from  CASL     u Chari(es  are  explicitly  excluded  from  mee(ng   CASL  requirements  when  they  are  seeking   dona(ons.   u Poli(cal  par(es  are  also  explicitly  excluded   from  mee(ng  CASL  when  they  are  solici(ng   contribu(ons.  
  9. 9. Excep9ons   CEMs  are  not  covered  under  CASL  when:     u  The  CEM  is  sent  between  individuals  within  a  business  and  relates  to  the  work  of   the  business  and  the  roles  of  the  individuals.   u  You  have  an  exis(ng  family  or  personal  rela(onship  (as  defined  by  the   regula(ons).   u  Between  employees  of  two  companies  that  are  doing  business  together  and  the   email  relates  to  their  roles  and  the  business  at  hand.   u  You  are  responding  to  an  inquiry.   u  The  CEM  is  legally  required  (no(ces  of  AGM  for  example).   u  The  CEM  is  transac(onal  (a  receipt)  and  is  sent  exclusively  for  the  transac3onal   purpose.   u  The  message  is  sent  within  a  closed  system  where  messages  can  only  be  sent  by   the  person  providing  the  account  to  the  recipient.   u  The  message  is  sent  to  an  interna(onal  address  that  is  exempted  and  the  message   meets  the  requirements  in  the  recipient’s  loca(on.  
  10. 10. Do  I  Always  Need  Consent?    There  are  situa(ons  where  consent  is  not  required.  They  are:     u   To  provide  a  quote  or  es(mate  that  has  been  requested  by   the  recipient.   u   To  make  an  inquiry  about  a  product  or  service.   u   To  complete  an  exis(ng  transac(on.   u   To  provide  warranty,  recall  or  safety  info.   u   To  provide  factual  informa(on  about  a  product  or  service   (i.e.  privacy  policy  update)   If  a  CEM  is  sent  for  any  other  reason  than  those  listed  above,   you  need  consent.  
  11. 11. Express  Consent   Opt-­‐in  form,  requires  deliberate  ac(on.  
  12. 12. Implied  Consent   When  consent  is  taken  as  a  given  part  of  the  rela(onship.  
  13. 13. 3rd  Party  Referral   Referral  Marke(ng  is  used  worldwide  to  help  businesses  grow  databases   and  compete  in  a  global  market.  
  14. 14. 3rd  Party  Referral   “One  Ping,  and  One  Ping  Only”  
  15. 15. Consent  has  a   “Best  Before”   Date   Typically  two  years  from  the  date  of  the  last  ac(on  qualifying  the  contact   as  having  given  ‘express’  consent.  6  Months  if  an  inquiry  is  made  without   transac(on  being  completed.  
  16. 16. You  must  iden9fy  yourself   Either  within  the  message  itself  or,  where  that  isn’t  reasonable,  using  a   clearly  prominent  link  to  a  web  page  containing  the  iden(fying   informa(on.   Your  Company  Name   Your  Mailing  Address   Your  Website  OR  Email  OR  Phone    
  17. 17. You  must  honor  unsubscribe  requests   You  have  10  business  days  to  remove  someone  from  your  mailing  list  once   requested.     Acceptable  opt-­‐out  methods  vary  based  on  type  of  CEM  (SMS,  email,  etc)  
  18. 18. Permission  under  PIPEDA  is  NOT  grandfathered.   You  will  need  to  cleanse  your  list  within  three  years  of  any  names  that  do   not  meet  CASL  permission  guidelines.  
  19. 19. CASL  vs.  CAN  SPAm   CASL   u Includes  all  conceivable   types  of  electronic  message   u Opt-­‐in  law     u Consent  does  NOT  exist   un(l  given   u $10  MILLION  fines   u Global  Reach   u Directors/officers  liable  for   ac(ons  of  employees   u Address  harves(ng  illegal   CAN  SPAM   u Focuses  on  elimina(ng   spam  in  emails   u Opt-­‐out  law   u Consent  exists  un(l   withdrawn   u $16,000  fines   u US  focus   u Directors/officers  not   personally  liable   u Address  harves(ng  illegal  
  20. 20. This  slide  reprinted  with  permission  of  Dentons.  It  is  provided  for  informa(on  only  and  does  not  cons(tute  legal  advice.  Please  consult  a  lawyer  for   informa(on  specific  to  your  situa(on.  For  more  informa(on:  h?p://www.dentons.com/en/issues-­‐and-­‐opportuni(es/an(-­‐spam-­‐legisla(on.aspx    
  21. 21. Ac9on  Steps  for  Business  Leaders   u  Take  an  inventory  of  all  the  ways  your  business  communicates  electronically.   u  Determine  which  types  of  communica(on  will  fall  under  CASL.  Include  sales   prospec(ng.   u  Review  how  you  collect  user  data  and  store  permission  informa(on.  Make  sure  it   complies  with  CASL.   u  Talk  to  your  partners  –  third  party  list  rental  companies  for  example.   u  Review  your  unsubscribe  processes  and  tools.   u  Review  all  of  your  opt-­‐in  forms  and  lead  capture  forms.   u  Review  all  of  our  email  templates.   u  Review  your  privacy  policy.   u  Develop  a  compliance  project  (meline  to  adapt  your  current  systems.   u  Establish  policies  and  guidelines  for  your  staff,  and  ensure  all  staff  are  aware  and   trained  on  the  guidelines.   u  Bring  in  outside  help:   §  Your  law  firm   §  Digital  marke(ng  specialists  
  22. 22. Food  For  Thought   How  do  you  communicate  with  your  communi(es  today?  Will  that  s(ll   be  legal  when  CASL  comes  into  force?  Do  your  exis(ng  permission   prac(ses  meet  the  standards  of  CASL?  
  23. 23. Thank  You   If  you’d  like  to  con(nue  the  conversa(on:   www.kine9xmedia.com        @Kine(xMedia      www.facebook.com/Kine(xMedia     Kine(x  Media  on  Google+     h?p://www.youtube.com/user/kine(xmedia     h?p://www.linkedin.com/company/kine(x-­‐media-­‐ communica(ons-­‐ltd      

×