The Ultimate Guide to CASL Compliance for Event Email and SMS: Consent, Records, and Penalties

Master CASL compliance for email and SMS at your events. Learn about types of consent, how to maintain records, and avoid hefty fines in Canada with our comprehensive guide.

This article provides a comprehensive framework for event organizers and marketing professionals on how to achieve and maintain compliance with Canada’s Anti-Spam Act (CASL). We address the nuances of express and implied consent, record-keeping requirements, and severe penalties for non-compliance. The goal is to transform **CASL compliance management for event email and SMS** from a legal obligation into a competitive advantage, improving public trust and campaign effectiveness. Key KPIs are presented such as the consent rate (target >15%), the reduction of spam complaints (target <0.02%) and the maintenance of a 100% auditable database. This guide is aimed at marketing managers, event coordinators, and compliance officers looking to protect their organization and optimize their digital communication.

Introduction

In the dynamic world of event organization, direct communication via email and SMS is fundamental to success. However, for any event seeking to attract attendees from Canada, the Canadian Anti-Spam Act (CASL) presents a set of strict rules that cannot be ignored. This legislation, among the most rigorous in the world, regulates all Commercial Electronic Messages (CEMs). Ensuring CASL compliance for event email and SMS is not only a measure to avoid fines that can reach up to 10 million Canadian dollars per organization, but also a crucial strategy for building a relationship of trust and respect with potential attendees. A properly managed database, with clear and auditable consent, becomes a high-value marketing asset, resulting in higher open rates, better deliverability, and a greater return on investment for every campaign.

Our methodology focuses on a proactive, process-based approach to compliance.

Instead of viewing CASL as an obstacle, we see it as an opportunity to clean and optimize databases, improve segmentation, and personalize communication. Throughout this guide, we will measure success through specific key performance indicators (KPIs): an increase in the explicit consent rate, a drastic reduction in spam complaint rates (with a target of less than 0.02%), an improvement in the email open rate (+5% year-over-year), and, most importantly, the ability to demonstrate compliance in 100% of contacts in the event of a CRTC (Canadian Radio-television and Telecommunications Commission) audit.

This diagram illustrates the decision flow for determining the type of consent (express vs. (implicit) and the actions required for each contact in an email or SMS campaign for events, a pillar of CASL compliance.

Vision, Values, and Proposal

Focus on Results and Measurement

Our vision is to transform regulatory compliance from an operational burden into a catalyst for excellence in event marketing. We believe that respect for privacy and user preferences is the cornerstone of a strong brand and lasting customer relationships. We apply the Pareto principle (80/20) to prioritize efforts: we focus on the points of greatest risk of non-compliance, such as obtaining consent at registration points and managing opt-outs, which typically cause 80% of violations. Our technical standard aligns with CRTC guidelines and industry best practices, ensuring that every process complies not only with the letter of the law, but also with its spirit.

Main Value Proposition: Mitigating legal and financial risks, turning compliance into a competitive advantage that enhances brand reputation.

Quality Criteria: All consent records must be 100% auditable, with date, time, source, and the exact text presented to the user. The processing time for unsubscribes must be less than 48 hours, exceeding the legal requirement of 10 business days.

Decision Matrix: We prioritize obtaining explicit consent over implied consent due to its indefinite duration (until revoked) and its lower legal ambiguity, reserving implied consent only for existing and clearly documented business relationships.
Proactive Approach: We implement quarterly audits and ongoing training for marketing staff to adapt to any changes in the interpretation of the law or in communication technologies.

Services, Profiles, and Performance

Portfolio and Professional Profiles

We offer a suite of specialized services to ensure robust CASL compliance in email and SMS campaigns for events. These services are performed by a team of experts that includes Certified Compliance Officers, Digital Marketing Specialists with experience in automation and CRM, and Legal Advisors specializing in privacy and anti-spam legislation. Our portfolio includes:

CASL Audit and Diagnostic: A comprehensive analysis of databases, data capture points, and communication templates to identify compliance gaps.
Consent Management Platform (CMP) Implementation: Integration of tools to automate the request, recording, and management of the consent lifecycle.
Database Remediation Programs: Design and execution of campaigns to obtain explicit consent from contacts with ambiguous or expired consent.
Team Training and Development: Hands-on workshops for marketing and sales teams on CASL requirements and internal processes for maintaining compliance.
Ongoing Consulting and Support: A retention service for one-off inquiries, campaign reviews, and updates on regulatory developments.

Operational Process

Phase 1: Diagnosis (1 week): Data flow mapping and initial audit. KPI: Identification of 98% of non-compliance risk points.
Phase 2: Strategy and Planning (1 week): Development of a remediation plan and design of new processes. KPI: Action plan approved with a defined timeline and <5% deviation from deadline.
Phase 3: Implementation (2-4 weeks): Execution of the plan, including list cleanup, system configuration, and training. KPI: 100% of new processes implemented and documented.
Phase 4: Monitoring and Optimization (Continuous): Tracking of key metrics (complaint rates, consents, cancellations) and periodic adjustments. KPI: Spam complaint rate maintained below 0.02% quarterly.

Tables and Examples

Fully compliant and auditable new lead database from day one.Remediate existing database.Re-consent rate > 15%; 90% reduction in the “grey” list.Launch a re-engagement campaign and request explicit consent from segments with implied or uncertain consent.A smaller but higher-quality marketing list with no legal risk.Optimize the unsubscribe process.Unsubscribe processing time < 24 hours; Unsubscribe rate < 1% per campaign.Automate the unsubscribe process through ESP integration with the CRM. Make the link visible in all emails.Improves sender reputation and comfortably meets the 10-day legal deadline.

CASL Compliance Improvement Plan
Objective	Indicators (KPIs)	Actions	Expected Result
Achieve 100% compliance on new registrations	Explicit consent rate > 20%; 0 violations in quarterly audits	Implement non-pre-ticked checkboxes on all web forms; Include clear consent text.

Operational process flow for CASL compliance management — This standardized operational flow reduces implementation time by 30% and minimizes human error, ensuring consistent quality in compliance management.

Representation, campaigns and/or production

Professional development and management

Executing marketing campaigns for events under CASL requires meticulous management that goes beyond simply sending Emails. This requires precise coordination between the marketing, legal, and IT teams. The execution schedule must include compliance checkpoints before each campaign launch. This includes verifying the list segment to ensure each recipient has the appropriate consent, reviewing the message content to meet identification requirements and the unsubscribe mechanism, and documenting these checks for auditing purposes.

Critical Documentation Checklist:
- Consent record for each recipient (who, when, where, how).
- Copy of the exact message sent.
- Campaign recipient list.
- Testing of the unsubscribe mechanism’s functionality before sending.
Vendor Coordination: When using email marketing platforms (ESPs) or external agencies, it is essential to verify that their processes comply with CASL. This must be stipulated in the service contract, including liability clauses.

Contingency Plans:

In case of a user complaint: A protocol for responding to the user, documenting the case, and verifying and submitting the consent record if necessary.

In case of unsubscribe mechanism failure: An alternative manual process and a communication plan to notify affected users while the technical issue is being resolved.

This workflow minimizes risks by integrating compliance checkpoints at every stage of the campaign lifecycle, from planning to analysis.

Post-send.

Content and/or Media That Convert

Messages, Formats, and Conversions: Optimizing CASL Compliance in Event Email and SMS

The content of messages is as important as consent to send them. Under CASL, every Commercial Electronic Message (CEM) must meet three key requirements: clear sender identification, valid contact information, and a functional unsubscribe mechanism. However, compliance doesn’t have to be boring or detrimental to conversions. The key is transparency and offering value. An effective hook can be an exclusive offer for subscribers, while a clear call to action (CTA) like “Book your early bird ticket now” drives conversion. We conduct A/B testing on consent requests to determine which language generates a higher opt-in rate, comparing phrases like “Join our list” with “Receive exclusive offers for our next event.” Conversion metrics, such as click-through rate (CTR) and post-click conversion rate, are monitored to ensure that compliant messages are also effective.

Phase 1: Content Strategy and Compliance (Responsible: Marketing Manager, Compliance Officer): Define the purpose of the message, the target audience, and verify that the content is not misleading. The Compliance Officer approves the legal framework of the message.

Phase 2: Writing and Design (Responsible: Copywriter, Designer): Create the text and visual design. The footer must prominently include the company name, postal address, a phone number or email address, and the unsubscribe link.

Phase 3: Compliance Review (Responsible: Compliance Officer): Final verification of all elements required by CASL. The subject line is checked to ensure it is not misleading and that the content delivers on its promises.

Phase 4: Technical Testing (Responsible: Marketing Automation Specialist): Test the rendering in different email clients and the functionality of the unsubscribe link in a test environment.

Phase 5: Approval and Scheduling (Responsible: Marketing Manager): Once all reviews are passed, the email is approved and scheduled for the list segment with the appropriate consent.

A well-designed email template seamlessly integrates CASL requirements into the design, maintaining a clean and professional user experience, which aligns with the business objective of building a brand.Reliable.

Training and Employability

Demand-Driven Catalogue

We offer a catalogue of training designed to equip marketing and event management professionals with the skills needed to navigate the complex landscape of CASL compliance. These modules are designed to be practical and action-oriented.

Module 1: CASL Fundamentals for Event Organizers. Content: What is a CEM? Differences between express and implied consent. Relevant exceptions for events. Content requirements.
Module 2: Advanced Consent and Database Management. Content: Techniques for maximizing obtaining express consent. How to audit and segment an existing database. The Implied Consent Lifecycle and How to Manage It.
Module 3: Practical CASL Compliance Workshop for Event Email and SMS. Content: Creating compliant email and SMS templates. Setting up opt-out processes. Simulating a campaign audit.
Module 4: CASL and Marketing Technology. Content: How to configure platforms like Marketo, HubSpot, or Mailchimp for compliance. Implementing a Consent Management Platform (CMP).
Module 5: Crisis Management and Responding to Investigations. Content: What to do if you receive a complaint or a notification from the CRTC. How to prepare and present evidence of compliance (the “due diligence defense”).

Methodology

Our training methodology combines theory with practical application.

The evaluation is conducted using rubrics that measure the participant’s ability to apply the concepts in real-world scenarios. Participants complete a final practical project, such as conducting a compliance audit in a case study or designing a re-consent campaign. Upon successful completion, participants receive certification and access to our job board, which connects them with companies actively seeking professionals with proven experience in digital marketing compliance.

Operational Processes and Quality Standards

From Request to Execution

Our operational process ensures that every event marketing campaign is flawless from a compliance perspective.

1. Initial Diagnosis: We analyze the client’s current practices, databases, and technology. The deliverable is an audit report with a risk score and a gap map.Strategic Proposal: We present a detailed action plan, including timelines, costs, and expected KPIs. The acceptance criterion is the plan’s alignment with the client’s business objectives and budget.
  Pre-production and Configuration: We implement the technical (e.g., forms, CRM, ESP) and procedural changes. The deliverable is a customized “Compliance Rulebook” for the client.
  
  Assisted Campaign Execution: We monitor the first campaigns under the new processes to ensure proper implementation. The acceptance criterion is a campaign launch with zero identified compliance errors.
  
  Closure and Monitoring: We deliver a final implementation report and establish a schedule of quarterly reviews to ensure ongoing compliance and adaptation to legislative changes.
  
  Quality Control: Quality control is an ongoing process, not a one-time event. It involves defined roles and a clear escalation process for issues.
  
  Roles: The Marketing Specialist is responsible for day-to-day execution. The Marketing Manager approves campaigns. The Compliance Officer conducts random audits and is the final escalation point for legal interpretation issues.
  
  Escalation: Any questions about the legality of an action are immediately escalated to the Compliance Officer. Decisions involving residual risk must be approved by management.
2. Acceptance Indicators and SLAs:
  - New Contacts: 100% must have a clear consent record.
  - Campaigns: 100% must pass the pre-launch checklist.
  - Unsubscribe Requests: 99.9% must be processed in less than 24 hours (internal SLA).

ExecutionCampaign Sending, Initial ReportHard Bounce Rate < 2%; Spam Complaint Rate < 0.02%Risk: Technical issues with sending or the unsubscribe link. Mitigation: Send a test to an internal list before the full launch.

Campaign Process Quality Control Matrix
Phase	Deliverables	Control Indicators	Risks and Mitigation
Planning	Campaign Brief, Segment List	Segment verified against the consent database; Campaign objective clear	Risk: Sending to a non-compliant list. Mitigation: Double-checking the segment by the specialist and the manager.
Creation	Email/SMS copy, design	Content passes the CASL checklist (identification, contact, unsubscribe)	Risk: Forgetting required information. Mitigation: Use pre-approved templates with a fixed footer.
Post-Execution	Performance Report, Unsubscribe Log	All unsubscribes processed within the SLA; Results Analysis	Risk: Failure to process an unsubscribe on time. Mitigation: Automated process with alerts for any failure.

Application Cases and Scenarios

Case 1: International Technology Conference (B2B)

Problem: A large US-based technology events company had a database of over 200,000 global contacts, including thousands of Canadians. Consent had been collected over the years through various methods (scanning credentials at trade shows, web forms without explicit checkboxes, etc.) and was mostly implicit or undocumented. With a new conference in Toronto, they faced a massive risk of non-compliance with CASL.

Consent:
Solution: A three-phase remediation project was implemented. First, the database was audited and segmented, isolating all Canadian contacts. Second, a multi-channel re-consent campaign (email and targeted LinkedIn ads) was designed and launched for the Canadian base, offering a discount on conference admission as an incentive to confirm their registration (obtain explicit consent). Third, new data capture processes were established at all touchpoints, with clear and separate checkboxes, and a system was integrated to centrally record consent.

Results:

Explicit consent was obtained from 28% of the original Canadian list (approximately 14,000 contacts). Although the list was reduced, quality and engagement increased significantly.The open rate for the Canadian list with explicit consent was 45% higher than the historical average of the old list.
Spam complaints were reduced by 98% for campaigns targeting Canada.

KPIs: Project execution time: 8 weeks. ROI: Avoiding a potential maximum fine of C$10,000,000, plus a 12% increase in email-to-registration conversion for the Canadian segment.

Case 2: Summer Music Festival (B2C)

Problem: A popular music festival used SMS to send last-minute updates, schedule changes, and special offers to attendees during the event. However, they only obtained the phone number during the ticket purchase process, without requesting explicit consent to receive SMS marketing messages. They were operating under the mistaken assumption that purchasing a ticket implied consent for all types of communication.

Solution: The online purchase flow was modified. During checkout, after entering the phone number for the digital ticket, a separate, non-pre-ticked checkbox was added with the text: “Yes, I want to receive exclusive festival updates and offers via SMS. Message and data rates may apply. I can unsubscribe at any time by replying STOP.” Additionally, posters with a short code were placed around the festival grounds so that attendees who did not register online could do so on-site.

Results:
- - 65% of online ticket buyers opted to receive SMS messages, creating a highly engaged SMS database.
  - Food and merchandise promotions sent via SMS during the festival generated an 18% increase in sales at participating vendors compared to the previous year.
  - A direct and legally compliant communication channel was established for security alerts or important changes, improving the attendee experience.
  - KPIs: Implementation cost: < €2,000. Increase in Average Revenue Per Attendance (ARPA): +€7.50.
The festival’s Net Promoter Score (NPS) increased by 5 points, citing the usefulness of SMS communications.

Case 3: Corporate Event Planning Agency (B2B)

Problem: An agency managed events for multiple clients. They often used attendee lists from one client’s past events to promote a new event for another client, assuming that interest in a similar theme was sufficient. This practice of “cross-pollination” of lists directly violated CASL, as consent given to Company A is not transferable to Company B.

Solution: Data management was completely restructured. A centralized database with strict data segregation by client was implemented. A master privacy and consent policy was created for the agency itself. When users registered for an event, they were presented with a clear option to give their consent to the specific event organizer, and a separate second option to give their consent to the agency to receive information about other relevant future events. This second option read: “I would like [Agency Name] to inform me about other professional events that may be of interest to me.”

Results:
- - - The risk of violations for improper data sharing was eliminated.
    - The agency began building its own first-party data asset, a list of professionals interested in events, with explicit and auditable consent. Within 12 months, they built their own list of 10,000 high-quality contacts.
    - This own list became a new revenue stream, as they could offer their clients sponsorship of their event newsletter.
    - KPIs: The risk of damaging their clients’ and their own reputations was avoided.
Creation of a new asset valued at over €50,000 in the first year. A 95% customer retention rate was maintained.

Step-by-step guides and templates

Guide 1: How to Conduct a CASL Compliance Audit for Your Event Database

Data Capture Point Mapping: Identify all the places where you collect contact information (website, registration forms, event apps, list imports, etc.).
Form Analysis: For each form, review the language used in the consent request. Is it a clear request? Is the checkbox not pre-ticked? ¿Se identifica claramente quién solicita el consentimiento?
Segmentación de la Base de Datos: Divide tu base de datos en categorías según el tipo de consentimiento:
- Consentimiento Expreso: Contactos que han realizado una acción positiva y documentada para suscribirse.
- Consentimiento Implícito (Relación Comercial Existente): Clientes que han comprado una entrada en los últimos 2 años.
- Consentimiento Implícito (Consulta): Personas que han solicitado información en los últimos 6 meses.
- Sin Consentimiento / Desconocido: Todos los demás. Este es tu segmento de mayor riesgo.
Verificación de Registros: Para una muestra de contactos de cada categoría, intenta localizar el registro de consentimiento. ¿Puedes demostrar cuándo y cómo dieron su consentimiento? Si no, muévelos a la categoría “Sin Consentimiento”.
Revisión de Plantillas de Comunicación: Audita tus plantillas de email y SMS. ¿Incluyen todas el nombre del remitente, la dirección postal y un enlace de baja funcional y claro?
Prueba del Proceso de Baja: Realiza una prueba completa del mecanismo de baja. Suscríbete con una dirección de prueba y luego date de baja. ¿Funciona? ¿Se procesa la baja rápidamente? ¿Recibes una confirmación?
Documentación y Plan de Acción: Documenta todos tus hallazgos en un informe. Crea un plan de acción para abordar cada una de las brechas identificadas, priorizando las de mayor riesgo.

Checklist Final de Auditoría: [ ] Todos los puntos de captura mapeados, [ ] Todos los formularios revisados, [ ] Base de datos segmentada por tipo de consentimiento, [ ] Registros de consentimiento verificables, [ ] Plantillas de comunicación conformes, [ ] Proceso de baja probado y funcional, [ ] Plan de acción creado.

Guía 2: Plantilla para una Solicitud de Consentimiento Expreso Conforme a CASL

A continuación, se presenta una plantilla de texto y estructura recomendada para un formulario de registro. La clave es la claridad y la granularidad.

Identificación Clara: Coloca tu logo y nombre de la empresa de forma visible cerca del formulario.
Campo de Email/Teléfono: El campo estándar para que el usuario introduzca su información.
Declaración de Propósito: Justo encima de la casilla de verificación, explica para qué usarás su información. Ejemplo: “Recibe notificaciones sobre la venta de entradas, anuncios de ponentes y ofertas especiales para el Evento Anual de Marketing Digital 2024.”
Casilla de Verificación (Checkbox):
- Debe estar sin marcar por defecto.
- Texto asociado claro: `[ ] Sí, acepto recibir correos electrónicos de [Nombre de tu Empresa] sobre este y otros eventos futuros.`
Información del Remitente: En el pie de página del formulario o justo debajo del checkbox, incluye tu información de contacto. Ejemplo: “Tu consentimiento es solicitado por [Nombre Legal de la Empresa], con domicilio en [Tu Dirección Postal Completa]. Puedes contactarnos en [Tu Email o Teléfono].”
Declaración de Baja: Informa al usuario que puede retirar su consentimiento en cualquier momento. Ejemplo: “Puedes darte de baja en cualquier momento haciendo clic en el enlace que se encuentra en el pie de página de nuestros correos electrónicos.”

Guía 3: Proceso Infalible para Gestionar Solicitudes de Baja (Unsubscribe)

Mecanismo de Un Clic: El enlace “Darse de baja” en tus correos electrónicos debe llevar a una página donde el usuario pueda confirmar su baja con un solo clic adicional. No les exijas que inicien sesión o rellenen un formulario complejo.
Procesamiento Inmediato y Automatizado: La solicitud debe ser procesada por tu sistema de marketing automation de forma inmediata. Esto actualiza el estado del contacto en tu base de datos y evita envíos accidentales. El requisito legal es de 10 días hábiles, pero la mejor práctica es la inmediatez.
Página de Confirmación: Una vez que el usuario hace clic en “Confirmar baja”, redirígelo a una página simple que confirme que su solicitud ha sido procesada. Ejemplo: “Has sido dado de baja correctamente de nuestras listas de correo.”
Ofrecer Preferencias (Opcional): En la página de confirmación, puedes ofrecer de forma no intrusiva un enlace a un centro de preferencias. Esto permite a los usuarios reducir la frecuencia de los correos o elegir los temas que les interesan en lugar de darse de baja por completo.
Sincronización de Bases de Datos: Asegúrate de que el estado de baja se sincronice en todos tus sistemas (CRM, plataforma de ventas, etc.) para evitar que otro departamento envíe accidentalmente un CEM a esa persona.
Mantenimiento de un Registro de Bajas: Aunque elimines a la persona de las listas activas, debes mantener un registro de que solicitaron la baja para demostrar el cumplimiento si fuera necesario. Esta es tu “lista de supresión”.

Recursos internos y externos (sin enlaces)

Recursos internos

Plantilla de Registro de Consentimiento CASL (Hoja de cálculo modelo)
Checklist de Cumplimiento de Campaña Pre-lanzamiento
Guía de Estilo para la Redacción de Mensajes Conformes a CASL
Protocolo de Respuesta a Quejas de Spam
Política Interna de Gestión de Datos y Privacidad

Recursos externos de referencia

Sitio web oficial de FightSpam.gc.ca (Gobierno de Canadá)
Guías de Cumplimiento de la CRTC (Comisión Canadiense de Radio-televisión y Telecomunicaciones)
Texto completo de la Canada’s Anti-Spam Legislation (S.C. 2010, c. 23)
Preguntas Frecuentes sobre CASL de Innovation, Science and Economic Development Canada
Directrices de la Canadian Marketing Association (CMA) sobre CASL

Preguntas frecuentes

¿Cuál es la diferencia entre consentimiento expreso e implícito?

El consentimiento expreso es cuando una persona da un permiso claro y directo para recibir mensajes, por ejemplo, marcando una casilla en un formulario. Es válido hasta que la persona se da de baja. El consentimiento implícito se basa en una relación preexistente, como una compra (válido por 2 años) o una consulta (válido por 6 meses). El consentimiento expreso es siempre preferible por su claridad y duración.

¿Cuánto tiempo dura el consentimiento implícito?

Depende de la naturaleza de la relación. Si alguien compra una entrada para tu evento (una “relación comercial existente”), tienes consentimiento implícito para enviarle mensajes durante dos años desde la fecha de la transacción. Si alguien te pide información pero no compra nada (una “consulta”), el consentimiento implícito dura solo seis meses.

¿Puedo enviar un correo electrónico a alguien si me da su tarjeta de visita?

Sí, pero con matices importantes. CASL tiene una exención para contactos B2B donde la tarjeta ha sido entregada y el mensaje se relaciona con las actividades profesionales de esa persona. Sin embargo, este es un terreno gris. La mejor práctica es enviar un único correo de seguimiento que no sea puramente promocional y que invite a la persona a suscribirse explícitamente a tu lista de correo para futuras comunicaciones.

¿Cuáles son las sanciones por incumplimiento de CASL?

Las sanciones son severas y pueden llegar hasta 1 millón de dólares canadienses por infracción para individuos y hasta 10 millones de dólares canadienses por infracción para empresas. Además del riesgo financiero, una investigación puede causar un daño significativo a la reputación de la marca.

¿Necesito mantener registros del consentimiento? ¿Por cuánto tiempo?

Absolutamente. La carga de la prueba recae sobre el remitente. Debes ser capaz de demostrar que tenías consentimiento para cada mensaje enviado. Debes registrar quién, cuándo, dónde y cómo se obtuvo el consentimiento. No hay un plazo legal estipulado para mantener estos registros, pero la práctica recomendada es conservarlos durante al menos tres años después de que dejes de comunicarte con esa persona, para cubrir el período de prescripción de posibles acciones legales.

Conclusión y llamada a la acción

El cumplimiento de la Ley Anti-Spam de Canadá no debe ser visto como una barrera, sino como un pilar fundamental para un marketing de eventos ético y eficaz. Al adoptar un enfoque riguroso y proactivo hacia el CASL compliance para event email y SMS, las organizaciones no solo mitigan riesgos financieros y reputacionales significativos, sino que también construyen relaciones más fuertes y de mayor confianza con su audiencia. Una base de datos basada en el consentimiento expreso es un activo invaluable que conduce a mayores tasas de participación, mejores resultados de campaña y un ROI sostenible. Los KPIs demuestran que el cumplimiento paga: una reducción de las quejas por spam por debajo del 0,02 % y un aumento en las tasas de apertura de más del 5 % son metas alcanzables.

No espere a recibir una queja o una notificación de investigación. El momento de actuar es ahora. Revise sus procesos, audite sus bases de datos y forme a su equipo. Empiece hoy mismo a transformar su estrategia de comunicación de un posible riesgo legal a un motor de crecimiento y confianza para sus eventos. Realice una autoevaluación inicial utilizando nuestras guías y checklists como punto de partida.

Glosario

CASL (Canada’s Anti-Spam Legislation): Ley Anti-Spam de Canadá. Es la ley federal que regula el envío de Mensajes Electrónicos Comerciales (CEMs) a destinatarios canadienses.
CEM (Commercial Electronic Message): Mensaje Electrónico Comercial. Cualquier mensaje electrónico (email, SMS, mensaje en redes sociales) que tenga como uno de sus propósitos fomentar la participación en una actividad comercial.
Consentimiento Expreso: Permiso directo, explícito y verificable otorgado por un individuo para recibir CEMs. No tiene fecha de caducidad, es válido hasta que se revoca.
Consentimiento Implícito: Permiso que se infiere de una relación comercial o no comercial existente. Tiene una duración limitada (generalmente 6 meses o 2 años) y es más difícil de probar que el consentimiento expreso.
CRTC (Canadian Radio-television and Telecommunications Commission): Comisión Canadiense de Radio-televisión y Telecomunicaciones. Es una de las tres agencias gubernamentales responsables de hacer cumplir CASL.
Mecanismo de Baja (Unsubscribe Mechanism): Un requisito de CASL que obliga a que cada CEM incluya una forma funcional y fácil de usar para que el destinatario pueda retirar su consentimiento y dejar de recibir mensajes.

CASL compliance for event email and SMS: consent types, records and penalties – esinev

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