Canada's Anti-Spam Legislation: Identification and Unsubscribe Mechanism
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2014 1 CASL Canada’s Anti-Spam Law Webinar Two – Identification and Unsubscribe Mechanism 2014
description
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
Transcript of Canada's Anti-Spam Legislation: Identification and Unsubscribe Mechanism
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CASLCanada’s Anti-Spam Law
Webinar Two – Identification and Unsubscribe Mechanism
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Disclaimer
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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 .
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Purpose
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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”
-fightspam.gc.ca
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Three Primary Rules
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Webinar 1:Consent
Webinar 2:Identification & Unsubscribe
Webinar 3:Last Minute
Guide
April 1 June 18Today
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Background
Identification
Unsubscribe
Exclusions
Getting ready
Agenda
Background
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Background
MAY 2004IC establishes task force on spam
APRIL 2009Bill 27, introduced in Parliament
MAY 2010Re-introduced as Fighting Internet & Wireless Spam Act (FISA)
DECEMBER 2010Receives Royal Assent
MARCH 2012CRTC presents final regulations
DECEMBER 2013IC presents final regulations
JULY 2014CASL Enforcement begins. Law is enforceable and compliance is required
JULY 2017PRA delayed until then
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CASL Review
LEGISLATION Against unsolicited
electronic communication
DETAILED RULES For commercial
electronic messages sent from or
accessed in Canada
CONSENTSender must attain
some form of consent before sending CEM
FINESUp to $10 millionfor corporationsand $1 millionfor individuals
ENFORCEMENTNo minimum #
to be caught
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What Does CASL Cover?
• Commercial electronic messages• Installation of computer programs• Altering transmission data
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Note: exemptions apply
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Commercial Electronic Messages (CEM)
• What is CEM?• What may not be CEM?
Note: does not encourage participation in commercial activity
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Identification
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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
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CEM Example – Branded Offer
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CEM Example – List Rental / Third Party
• Not to be confused with a list purchase. List never changes hands
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CEM Example – Identification of Referral Email
You are receiving this email because you were referred by Joan Smith. This message was
intended for [email protected]
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Insufficient Information for IdentificationFrom:
To:
Subject:
Brand X [mailto:[email protected]]
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
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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
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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
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Identification for a Contest
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Identification for Newsletter Sign-up Page
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No Proper Identification for a Referral Email
• Missing Identification and contact methods• Missing Senders First/Last name
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Unsubscribe Mechanism
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Unsubscribe
• Readily performed
• Processed in less than 10 days
• Functional and available for 60 days
• Simple, no cost
• Sent, not received (reply to unsubscribe)
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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
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Give Consumers Options to Change their Email Preferences
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Another Great Email Preferences Page
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Confirmation of Unsubscribe
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Example of Bad Unsubscribe Mechanism
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Do Not Send an Email to Confirm the Person is Unsubscribed
From:
To:
Subject:
Brand X [mailto:[email protected]]
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
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Getting Ready
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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)
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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
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