A recent presentation to the Fraser Valley Chartered Professional Accountants Association on how to remain Social and carry out and effective marketing campaign in the CASL era - post July 1st 2014
9. #Heavy Penalties
• Implies to Officers and Directors of
Companies
• Worst scenario - Mass email, 50
complaints
• $10,000,000 business fines
• CEO and each officer fined $1,000,000
• Your agency pays $1,000,000
13. What’s covered?
• all electronic
messaging
• sent from anywhere to
Canada
• You must have
EXPLICIT OR
IMPLICIT CONSENT
14. DO I ALWAYS NEED CONSENT?
• To provide a quote or estimate that has been
requested.
• To make an inquiry about a product or service.
• To complete an existing transaction.
• Not if you’re a Charity or Political Party
• If a MESSAGE is sent for any other reason
than those listed above, you need consent.
15.
16. Implicit Consent?
• Allowed 1 CEM as follow up
• Referrals
• Must disclose name of referee
• Can still phone or Canada Post
• 24 months to follow through post
sale
• 6 months post inquiry
• July 1st 2017 to move from implied
to expressed consent
17. Explicit Consent
• Opt-in - no expiry
• Must be a deliberate action
- electronic, in writing, or
verbal
• Consent does not exist until
given
• Always give the option to
unsubscribe at any time
18. Clear communication
• Must have:
• Company name
• Mailing address
• Website
• Or Email or Phone
• Applies to Mobile
signatures
25. Have you ?
• Taken an inventory of all the ways your business communicates
electronically.
• Determine which types of communication fall under CASL (Include
sales prospecting)
• Review how you collect user data and store permission information.
• Review your unsubscribe processes and tools.
• Review all of your opt-ins and lead capture forms.
• Review all of your email templates.
• Review your privacy policy.
• Establish policies and guidelines for your staff, and ensure all are
aware and trained.
• Bring in outside help:
• Your lawyers & Digital marketing expert
26. Summary
• Be polite
• Always listen to requests
• Keep Calm and Carry On!