Canada's Anti-Spam set to Pass Before End of the Year

Canada's anti-spam bill C-28 is set to pass legislation shortly. Here is what you need to know if anyof your email recipients reside in Canada:

• Spam becomes more than just email. Under C-28’s latest definition, spam is any commercial message sent via email, instant message, social media or mobile text messaging. This is important because marketers will need an explicit opt-in to send all of the above, at least if the intended recipient resides in Canada.
• It’s similar to CAN-SPAM. American email marketers who have best practices in place—such as including postal addresses in their messages—won’t have much work to do to make sure they are compliant. C-28 requires making contact information available, keeping it in force for at least 60 days and providing fast (10 days or fewer) unsubscribes.
• Marketers must acquire an opt-in. While most ISPs and email service providers frown on it, there’s nothing to stop American b2b marketers from doing the equivalent of an email cold call—sending an unsolicited email to a prospect. This will be illegal in Canada, It used to be that you could email until someone said to stop emailing them; not anymore. Apparently, there will be a grandfathering period; you’ll be able to email them, but within two years you’ll need to get that opt-in.
• It’s not going to be as cumbersome as it might seem. When you look at what happened in the U.S. with CAN-SPAM marketers said, ‘This is going to kill our business,’ but it didn’t. Companies met their requirements and put their postal addresses in. The same thing will happen for those people who email in and to Canada,  Still, marketers will have to be careful since penalties for ignoring or overlooking any of the components of the law are stiff. Individuals can be fined up to $1 million, while businesses can face up to $10 million in fines.
• C-28 is just the beginning. Going into 2011, we can expect more email and marketing-related legislation from other countries, he said. In fact, C-28 is only the latest move in  the continuing legitimization of e-commerce. In the past, countries typically did things on their own, making their own rules and putting them into place for their own countrymen. Now you’re starting to see countries working together because the Internet can’t be contained in one country. It’s borderless.

 

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