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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 first webinar, he takes you through a high-level synopsis of CASL and its regulations, as well as a detailed view of consent: what it is, how you gain it from your audience, how you track it, etc. Listen to the webinar here: https://transcontinental-printing.webex.com/ec0701l/eventcenter/recording/recordAction.do?theAction=poprecord&AT=pb&internalRecordTicket=000000013fa55383f7bf4cc1671ebd197c07212b9cfeee820422aef5b2fa6d4352c8c092&isurlact=true&renewticket=0&recordID=68466697&apiname=lsr.php&needFilter=false&format=short&&SP=EC&rID=68466697&RCID=cf680e9c0cb54df5bd48bbed5dc2cd3a&siteurl=transcontinental-printing&actappname=ec0701l&actname=%2Feventcenter%2Fframe%2Fg.do&rnd=1271217793&entactname=%2FnbrRecordingURL.do&entappname=url0201l
Citation preview
2014 1
CASLCanada’s Anti-Spam Law
Webinar One - Consent
2014
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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
Today June 18May 15
2014 5
Background
Consent
Grandfathering Consent
Getting ready
Agenda
Background / Review
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2014 7
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
2014 8
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
2014 9
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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CASL Exclusions
• Personal and family relationship
• B2B
• Inquiry message
• Response to enquiry
• Legal message
• Closed platforms
• Foreign messages
• Charity and political parties
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Consent Overview
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Consent: Express vs Implied
Express
Implied
Oral
Written
Non business relationship
Published info
Business relationship
Disclosure
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Express Consent Overview
• Express Consent:• Does not expire – Best practices still recommended • Recipient stated they would like to receive CEMs from sender.• Must make positive action to grant consent• Inaction will not grant express consent (pre-checked box)
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Express Consent Overview
Express Consent Breakdown:• Oral
• Call centre• Point of sale
• Written• Web from / Preference centre• Subscription form• Point of sale• Ballet boxes
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Consent Overview
• Implied Consent:• Consent expires in 24 months*• Expiry resets after every transaction• Mostly obtained by interaction or relationship• Renewed implied consent trumps opt out – Beware of best practices
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*Some forms of consent will have different expiry windows
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Consent Overview
Implied Consent:• Non-Business Relationship
• Membership – (Not for profit)• Volunteer Work Performed
• Published Information• Blog• Trade Journal
• Business Relationship• Purchase• Written contract
• Disclosure• Business card at a tradeshow
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*Some forms of consent will have different expiry windows
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Special Consent - Forward to a Friend
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Consent Exemptions(Unsubscribe and ID Requirements still apply)
• Requested quotes• Commercial transactions with recipient’s prior agreement• Warranty or safety information• Subscription or membership information• Employment or benefit plan information• Delivery of goods or services• Referrals (only 1 CEM allowed)
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Grandfathering Consent
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Grandfathering Consent
Implied Burden of ProofExpress
Oral
Written
Business/non-business relationships
Published info
Disclosure
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Getting Ready
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Getting Ready: Opt-in Page
Red Earth 123 Toronto St Toronto, Ontario M4P-2Y3 www.redearth.com
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Identify/Audit
• Identify your database.• Audit data storage• Re-permission strategy • Mail stream separation (Express/Implied)• Business logic around implied vs express consent• Audit partners• Purchased or fabricated lists• Review / modify your opt in procedure
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Grandfathering of Consent
Expressed
Implied
Burden of proof
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2014 25
Guidance from CRTC: Information Bulletins
Forms of gaining oral
consent
Bundling of request for
consent
Confirmation of consent
Pre-checked boxes
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Summary
• Express vs Implied Consent• Special Consent• Grandfathering of Consent• Expiry of Consent• Exclusions of Consent / CASL
