Do you send commercial or promotional text messages to recipients in Canada? If so, you need to know about CASL.
CASL stands for Canada’s Anti-Spam Legislation, which took effect on July 1, 2014. It was designed to protect Canadian citizens from spam and malware while also supporting a competitive, innovative economy.
To that end, CASL describes rules for anyone who wants to send Commercial Electronic Messages, or CEMs, to recipients in Canada.
CEMs span everything from email and social media to SMS and instant messages. CASL defines a CEM as any communication that:
Before sending a CEM, you need to make sure you’ve got consent from your recipients.
How you get consent depends on what type of consent it is. CASL defines two types:
Express consent is valid until the recipient withdraws it, but implied consent generally has an expiration date of two years, after which you can no longer legally send CEMs.
For more details about express and implied consent, read this handy guide from the Canadian Radio-television and Telecommunications Commission.
Oh, and be sure to keep good records about the type of consent you obtained, as well as when, why, and the manner in which you obtained it. In the event of a dispute, the burden to prove consent falls on the sender, not the recipient.
Yep, glad you asked!
In addition to obtaining consent, you also need to provide identification/contact information and an unsubscribe mechanism in all of your CEMs.
Say you’re getting ready to send out a brilliant text message promotion for deep-fried Oreos at Crazy Dan’s Crazy Diner. 😋
Assuming you’ve already got consent, here’s what a compliant CEM might look like:
Half off all-you-can-eat deep-fried Oreos today! Click bit.ly/1btznoY or text STOP to stop. Info: bit.ly/2tbFLBU
The example above contains two unsubscribe options because the CRTC recommends it in the case of SMS messages.
To save on space, you can simply link to a page containing the required identification and contact information.
Anyone sending CEMs from Canada must comply with CASL.
Furthermore, anyone sending CEMs to recipients in Canada must comply with CASL.
It doesn’t matter if you’re located in Canada or not.
Because of the liability.
There are monetary penalties for violating CASL. Fines for individuals go up to $1 million per violation, and fines for businesses go up to $10 million per violation.
Keep in mind that these fines represent the maximum penalties for the most severe violations. CASL violations are considered on a case-by-case basis, and multiple factors are taken into account to determine a reasonable fine.
Check out these resources for more information on CASL and how to be compliant:
This article is meant to be a friendly resource, not legal advice—we’re text marketing pros, not lawyers, after all. 😉 We recommend contacting a qualified attorney to help ensure that you’re compliant with CASL.