Canada's Anti-Spam Legislation. It governs commercial electronic messages — email, texts and some social messages — sent to or from Canada.
CASL applies to a great deal of ordinary small business marketing: newsletters, promotional emails, and the follow-up after somebody downloads something from your site. Penalties are substantial and the regulator has used them.
The distinction that matters is express versus implied consent. Express consent — somebody actively ticking an unticked box after being told what they will receive — does not expire. Implied consent, from an enquiry or an existing business relationship, runs out, generally after six months or two years depending on the circumstance.
| Consent | Express or implied, and you must be able to prove which |
|---|---|
| Identification | Who is sending it, with a mailing address |
| Contact | A working email or phone number, valid for 60 days |
| Unsubscribe | One clear mechanism, honoured within 10 business days |
This comes up most often in Email & SMS Marketing. Newsletters, promotions and automated sequences to the customers you already have — consistently the cheapest revenue available.
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