2014 1
CASL
Canada’s Anti-Spam Law
Webinar Two – Identification and Unsubscribe Mechanism
2014
2014
Disclaimer
2014
The information included in this presentation may not reflect the
views of Industry Canada, or the Ca...
2014
Purpose
2014
“An Act to Promote the efficiency and adaptability of the Canadian
economy by regulating certain activit...
2014
Three Primary Rules
2014
Webinar 1:
Consent
Webinar 2:
Identification &
Unsubscribe
Webinar 3:
Last Minute
Guide
Apri...
2014 5
Background
Identification
Unsubscribe
Exclusions
Getting ready
Agenda
Background
2014
2014 7
Background
MAY 2004
IC establishes task
force on spam
APRIL 2009
Bill 27, introduced
in Parliament
MAY 2010
Re-intr...
2014 8
CASL Review
LEGISLATION
Against unsolicited
electronic
communication
DETAILED RULES
For commercial
electronic messa...
2014 9
What Does
CASL Cover?
• Commercial electronic messages
• Installation of computer programs
• Altering transmission ...
2014 10
Commercial Electronic Messages (CEM)
• What is CEM?
• What may not be CEM?
Note: does not encourage participation ...
2014
Identification
2014
2014 12
CEM Identification
EVERY CEM NEEDS TO INCLUDE:
• Identity of collector/sender
• Identity of advertiser
• Use legal...
2014 13
CEM Example – Branded Offer
2014 14
CEM Example – List Rental / Third Party
• Not to be confused with a list purchase.
List never changes hands
2014 15
CEM Example – Identification of Referral Email
You are receiving this email because you were
referred by Joan Smit...
2014 16
Insufficient Information for Identification
From:
To:
Subject:
Brand X [mailto:mail@brand-x.com]
user@domain.com
O...
2014 17
Subscription Identification
EVERY OPT-IN CHANNEL MUST INCLUDE:
• Identity of collector/sender
• Identity of advert...
2014 18
Identification
SPECIAL CASES:
• Call centre
• Point of sale
• Text message – SMS
• In store ballots
• Fish bowls
•...
2014 19
Identification for a Contest
2014 19
2014 20
Identification for Newsletter Sign-up Page
2014 21
No Proper Identification for a Referral Email
• Missing Identification and contact methods
• Missing Senders First...
2014
Unsubscribe Mechanism
2014
2014 23
Unsubscribe
• Readily performed
• Processed in less than 10 days
• Functional and available for 60 days
• Simple, ...
2014 24
Unsubscribe
• Multi-part messages (plain text & HTML)
• SMS short codes, ‘Reply’, ‘click a link’ and ‘email
to uns...
2014 25
Give Consumers Options to Change their
Email Preferences
2014 26
Another Great Email Preferences Page
2014 27
Confirmation of Unsubscribe
2014 28
Example of Bad Unsubscribe Mechanism
2014 29
Do Not Send an Email to Confirm the
Person is Unsubscribed
From:
To:
Subject:
Brand X [mailto:mail@brand-x.com]
us...
2014
Getting Ready
2014
2014 31
Getting Ready / Best Practices
• Err on the side of caution.
• Update subscription checklist and approval process
...
2014 32
Getting Ready / Best Practices
• CEM classification
• Team education
• Determine if you need to identify your ESP ...
CONTACT
Ryan Moss
Director, ISP & Client Relationship
TC Media
2014
ryan.moss@tc.tc
416-218-3609
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Canada's Anti-Spam Legislation: Identification and Unsubscribe Mechanism

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In a series of three webinars, Ryan Moss, Director of ISP and Client Relationships at TC Media, prepares marketers for Canada’s Anti-Spam Legislation (CASL). In the second webinar, he reviews what information you, as a marketer, need to collect, and will share examples of practical use cases through fictitious scenarios.

Listen to the webinar here: https://transcontinental-printing.webex.com/ec0701l/eventcenter/recording/recordAction.do?theAction=poprecord&AT=pb&internalRecordTicket=000000010f6ea36a19e8483bc4e9dd6d6486a80e881e5a92d3deac656318fe6e02d00120&isurlact=true&renewticket=0&recordID=69317292&apiname=lsr.php&needFilter=false&format=short&&SP=EC&rID=69317292&RCID=2ab2c636fb664b35aa5a2f35d128cd2e&siteurl=transcontinental-printing&actappname=ec0701l&actname=%2Feventcenter%2Fframe%2Fg.do&rnd=8193962712&entactname=%2FnbrRecordingURL.do&entappname=url0201l

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  • “An Act to Promote the efficiency and adaptability of the Canadian economy by regulating certain activities that discourage reliance on electronic means of carrying out commercial activities, and to amend the Canadian Radio-television and Telecommunications Commission Act, the Competition Act, the Personal Information Protection and Electronic Documents Act and the Telecommunications Act (CASL)”
    -fightspam.gc.ca
  • “An Act to Promote the efficiency and adaptability of the Canadian economy by regulating certain activities that discourage reliance on electronic means of carrying out commercial activities, and to amend the Canadian Radio-television and Telecommunications Commission Act, the Competition Act, the Personal Information Protection and Electronic Documents Act and the Telecommunications Act ”
    -fightspam.gc.ca
  • Originally introduced into parliament in 2009.
    -December 2013, final regulations have been publiched by CRTC
    -July 2014 – Law is implmented
    Installation of computer programs delayed until July 2015
    Private Right of Action delayed until July 2017
  • Applies to Commercial Electronic Messages (CEM) and installation of computer programs
    At least one of the purposes of the message must be to encourage participation in commercial activity

    Requires customers to “opt-in” rather than “opt out”

    Consent obligations are more narrowly drafted

    CRTC is primarily responsible for enforcement
    Combination of public and private enforcement
    Extended liability
    Follow the money
    Vicarious liability
    Undertakings, due diligence

    Defining Sent:
    Message is sent once transmission has been initiated
    Does not matter whether
    – Message reaches destination
    – Electronic address exists


  • Commercial Electronic Messages
    Computer systems located in Canada used to send, route, or access electronic messages (Email, Instant Messaging, and SMS)
    Installation of computer Programs

    Note: exemptions apply
  • What is CEM
    -A commercial electronic message is any electronic message that encourages participation in a commercial activity, regardless of whether there is an expectation of profit.

    Encourage participation in commercial activity:
    Product or service
    Business opportunities
    Promotes individual who does any of the above
    Message to seek consent is CEM

    What may not be CEM

    may not be considered - Surveys, polls, transaction message, notification messages
    Must not encourage participation in commercial activity as any of its objectives (CAN SPAM allows mixed messaging, CASL does not)
  • Unsubscribe
    must include an unsubscribe mechanism that lets user communicate wish to no longer receive any CEM, or any specified class of such messages.
    Unsubscribe mechanism should "be able to be readily performed”
    Simple, quick, easy,
    no delay

    SMS, user choice between replying to SMS message with “STOP” or by clicking on an “Unsubscribe” link that will take the user to a web page where he or she can unsubscribe from receiving all or some types of CEMs from the sender.
    ‘Reply to unsubscribe’ and ‘email to unsubscribe’ are also acceptable
    Unsubscribe mechanism needs to remain valid for at least 60 days after the message has been sent,

  • Unsubscribe
    must include an unsubscribe mechanism that lets user communicate wish to no longer receive any CEM, or any specified class of such messages.
    Unsubscribe mechanism should "be able to be readily performed”
    Simple, quick, easy,
    no delay

    SMS, user choice between replying to SMS message with “STOP” or by clicking on an “Unsubscribe” link that will take the user to a web page where he or she can unsubscribe from receiving all or some types of CEMs from the sender.
    ‘Reply to unsubscribe’ and ‘email to unsubscribe’ are also acceptable
    Unsubscribe mechanism needs to remain valid for at least 60 days after the message has been sent,

  • Canada's Anti-Spam Legislation: Identification and Unsubscribe Mechanism

    1. 1. 2014 1 CASL Canada’s Anti-Spam Law Webinar Two – Identification and Unsubscribe Mechanism 2014
    2. 2. 2014 Disclaimer 2014 The information included in this presentation may not reflect the views of Industry Canada, or the Canadian Radio-television and Telecommunications Commission. This information was created to provide a practical application to CASL. None of the information provided should be used as legal advice. For all legal matters, marketers are encouraged to speak with their own legal counsel .
    3. 3. 2014 Purpose 2014 “An Act to Promote the efficiency and adaptability of the Canadian economy by regulating certain activities that discourage reliance on electronic means of carrying out commercial activities, and to amend the Canadian Radio-television and Telecommunications Commission Act, the Competition Act, the Personal Information Protection and Electronic Documents Act and the Telecommunications Act” -fightspam.gc.ca
    4. 4. 2014 Three Primary Rules 2014 Webinar 1: Consent Webinar 2: Identification & Unsubscribe Webinar 3: Last Minute Guide April 1 June 18Today
    5. 5. 2014 5 Background Identification Unsubscribe Exclusions Getting ready Agenda
    6. 6. Background 2014
    7. 7. 2014 7 Background MAY 2004 IC establishes task force on spam APRIL 2009 Bill 27, introduced in Parliament MAY 2010 Re-introduced as Fighting Internet & Wireless Spam Act (FISA) DECEMBER 2010 Receives Royal Assent MARCH 2012 CRTC presents final regulations DECEMBER 2013 IC presents final regulations JULY 2014 CASL Enforcement begins. Law is enforceable and compliance is required JULY 2017 PRA delayed until then
    8. 8. 2014 8 CASL Review LEGISLATION Against unsolicited electronic communication DETAILED RULES For commercial electronic messages sent from or accessed in Canada CONSENT Sender must attain some form of consent before sending CEM FINES Up to $10 million for corporations and $1 million for individuals ENFORCEMENT No minimum # to be caught
    9. 9. 2014 9 What Does CASL Cover? • Commercial electronic messages • Installation of computer programs • Altering transmission data 2014 9 Note: exemptions apply
    10. 10. 2014 10 Commercial Electronic Messages (CEM) • What is CEM? • What may not be CEM? Note: does not encourage participation in commercial activity
    11. 11. 2014 Identification 2014
    12. 12. 2014 12 CEM Identification EVERY CEM NEEDS TO INCLUDE: • Identity of collector/sender • Identity of advertiser • Use legal name, not brand name • Mailing address • Either telephone, email, web address • Functional for at least 60 days • Identify list owner or third party • Notification statement – if applicable
    13. 13. 2014 13 CEM Example – Branded Offer
    14. 14. 2014 14 CEM Example – List Rental / Third Party • Not to be confused with a list purchase. List never changes hands
    15. 15. 2014 15 CEM Example – Identification of Referral Email You are receiving this email because you were referred by Joan Smith. This message was intended for user@domain.com
    16. 16. 2014 16 Insufficient Information for Identification From: To: Subject: Brand X [mailto:mail@brand-x.com] user@domain.com Offre partenaire: Grattez jusqu’à 100% de rabais Pour cesser de recevoir nos Brand X, envoyez-nous un courriel en cliquant ici, Ne changez pas le message ni le titre, sinon votre nom ne sera pas retiré. Vous recevrez encore une ou deux info-lettres après votre demande. Vous avez reçu ce message d'un ami? Pour vous abonner à notre Brand X et la recevoir à toutes les semaines, cliquez-ici. Enfin, soyez assuré que jamais nous ne vendrons, échangerons ou louerons votre adresse de courriel • Missing Identification and contact methods • Missing unsubscribe • Missing Privacy Policy
    17. 17. 2014 17 Subscription Identification EVERY OPT-IN CHANNEL MUST INCLUDE: • Identity of collector/sender • Identity of advertiser • Mailing address • Either telephone, email, web address • Functional for at least 60 days • Consent statement • Purpose
    18. 18. 2014 18 Identification SPECIAL CASES: • Call centre • Point of sale • Text message – SMS • In store ballots • Fish bowls • QR codes / Text to signup • ESP or agency • Forward to a Friend
    19. 19. 2014 19 Identification for a Contest 2014 19
    20. 20. 2014 20 Identification for Newsletter Sign-up Page
    21. 21. 2014 21 No Proper Identification for a Referral Email • Missing Identification and contact methods • Missing Senders First/Last name
    22. 22. 2014 Unsubscribe Mechanism 2014
    23. 23. 2014 23 Unsubscribe • Readily performed • Processed in less than 10 days • Functional and available for 60 days • Simple, no cost • Sent, not received (reply to unsubscribe)
    24. 24. 2014 24 Unsubscribe • Multi-part messages (plain text & HTML) • SMS short codes, ‘Reply’, ‘click a link’ and ‘email to unsubscribe’ acceptable • Should not require log-in or ask for information other than email address. • Preference centre is preferred over list unsubscribe* • Confirmation of unsubscribe via landing page* *Best practice – not required
    25. 25. 2014 25 Give Consumers Options to Change their Email Preferences
    26. 26. 2014 26 Another Great Email Preferences Page
    27. 27. 2014 27 Confirmation of Unsubscribe
    28. 28. 2014 28 Example of Bad Unsubscribe Mechanism
    29. 29. 2014 29 Do Not Send an Email to Confirm the Person is Unsubscribed From: To: Subject: Brand X [mailto:mail@brand-x.com] user@domain.com You have been unsubscribed This email is to confirm that you have been removed from the subscription list of newsletter XYZ from Brand X. Thanks and hope to see you soon! Brand X
    30. 30. 2014 Getting Ready 2014
    31. 31. 2014 31 Getting Ready / Best Practices • Err on the side of caution. • Update subscription checklist and approval process • Be sure all CEMs include link to the privacy policy • Testing templates and unsubscribe mechanisms periodically • Data inventory / syncing (unsubscribe data) 2014 31
    32. 32. 2014 32 Getting Ready / Best Practices • CEM classification • Team education • Determine if you need to identify your ESP or agency • Create escalation paths in case of complaints/undertaking 2014 32
    33. 33. CONTACT Ryan Moss Director, ISP & Client Relationship TC Media 2014 ryan.moss@tc.tc 416-218-3609 ?

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