BtoB: What marketers need to know about Canada’s anti-spam bill
By Karen J Bannan
ed note: please see important posts from The eMail Guide below regarding Canada’s new anti-spam bill! ^jd
Right now Canada is the only G8 country without anti-spam legislation in place. That’s about to change, though, because this month the Canadian government is expected to pass an anti-spam bill, called Bill C-28, which will usher in serious civil and criminal penalties for spammers and non-compliant emailers.
This is significant for honest email marketers, too, said Dennis Dayman, chief privacy and deliverability officer at marketing automation provider Eloqua, because it will likely require some big changes to their sending practices. Below, Dayman provides a look at the things email marketers need to know about C-28 and what the bill might mean to the b2b audience.
- 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.
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