Product Corner – May-2015

Product Corner: Have CASL fines gotten your attention?

CASL appears to have some real teeth to it, as the Canadian Radio-television and Telecommunications Commission has recently levied fines for CASL violations involving unsolicited emails and emails sent without the opportunity to unsubscribe. See here and here for more details on the fines, which have ranged from ~$50k to $1.1 million.

Alongside the recent actions, we’ve also seen a new marketplace develop of third-party vendors who assist with CASL compliance – ranging from CASL consulting and compliance plans to more SaaS-style products aimed at managing consent data. Your email service provider has also probably been working hard behind the scenes to manage this issue, and may have introduced new features to track compliance with the consent documentation and expiry requirements.

What’s a lot less clear is whether this all has percolated to the attention and focus of brand marketers out there. I’ve spoken with some marketers who seem to have a laser-like focus on this issue – personal liability will tend to do that J – and then others who have not paid attention in the slightest.

So where does your organization stand on that spectrum?

If you’re a brand marketer who’s focused on CASL and willing to share your challenges and solutions with FreshAddress and with other marketers – let me know! We’d like to bring together a discussion group on this issue and see what’s happening out there.

Email miarrobino@freshaddress.com with a brief description of why you’re motivated by CASL – everything to be kept confidential.

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