If you’re using email as part of your marketing strategy, you need to be aware that Canada has enacted a significant new Anti-Spam Law. The legislation, now known as Canada’s Online Protection Legislation (CLOP) is significant in that:
- It contains an express affirmative opt-in condition. If you’ve got a form with an opt-out, it needs to be changed to a specific opt-in if you’re marketing in Canada.
- Large fines may be imposed (up to $1 million per violation).
- The legislation applies not only to email, but also to a number of other communication methods, including SMS, IM, and social media.
Enforcement is scheduled to commence this fall. Marketers would be wise, at a minimum, to start scrubbing lists to eliminate addresses that have not expressly opted in, and review their marketing forms. In addition, privacy policies may require review…your legal and/or compliance teams will be able to assist.
A good high-level review of the the new law and a link to the full text of the legislation appears on ClickZ.
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About
Legal Vendor Advisory was started in 2010 by Cathy Kenton, a principal with Legal Vertical Strategies. The Legal Vendor Advisory (LVA) blog was born out of her belief that companies offering products and services to the legal market lack community. The purpose of LVA is to promote discussion of the strategies, opportunities, and challenges we face.
Cathy has spent 25 years working throughout the legal vertical as a litigation paralegal, marketing executive, business development professional. She is also a certified social media strategist.
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