The final phase of the Canadian Anti-Spam law (CASL) and what your business should do.
The Canadian Anti-Spam Law was launched on July 1st, 2014 and all businesses are currently expected to be compliant and follow the rules of the law since that date.
However, the government put into place a transition period which allowed all businesses the ability to have a ‘grandfathered’ implied consent status for email addresses collected prior to when the law came into effect. These emails were provided with a 3-year expiry date so that companies had sufficient time to capture the express consent of these individuals.
This 3-year expiry date is now coming due as of July 1st and it may have a significant impact on your business email marketing and sales activities.
In addition, as of July 1st the right to private action will also come into effect and this will result in lawsuits on behalf of consumers and businesses for companies that are clearly violating the CASL rules. This elevates the importance for businesses to manage their CASL compliance properly. Aggressive and opportunistic lawyers will act quickly to identify and pursue class action suits against companies that are not organized and do not take the Anti-Spam Law seriously.
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