Canada’s Anti-Spam Legislation (CASL) is coming into full force July 1, 2017 after a transition period of three years. The law prohibits sending commercial emails to Canadians without their consent. Here are some considerations to help ensure your organization is following this legislation:
We are a nonprofit! Our emails aren’t “commercial” are they?
Your emails are commercial if they include or advertise any programs, services, or products the recipient could pay for.
For nonprofit organizations, commercial content in emails might include advertising membership, sharing workshop opportunities, selling event tickets, or promoting a corporate sponsor. If your emails include this type of information, CASL applies to your work.
For registered charities, soliciting donations is not considered a commercial activity.
CASL applies to my organization – what do we need to do?
You need to do three things to meet CASL: get consent, include identifying information about your organization, and include an unsubscribe function.
1. Get Consent
Your email recipients need to agree to receive emails from you.
In most cases, your organization is required to get expressed consent. This means email recipients need to ‘opt-in’ to receive your emails.
Implied consent is acceptable with your members, donors, volunteers, business relationships, and program participants who have been actively engaged with your organization in the past two years. Keep in mind, consent is only implied within the boundaries of that particular relationship – for example, you may only have implied consent from program participants for emails about said program. Implied consent needs to be renewed every two years.
When in doubt, get expressed consent!
2. Include Identifying Information
Your email recipients need to know who is sending the email (your organization) and how to get in touch with you. Add your nonprofits email, phone number, or address to your emails in a signature line or an email footer.
3. Include an Unsubscribe Function
Just because your email recipient gave consent, doesn’t mean they can’t withdraw that consent at a later time. You need to have a way for them to do this (like an unsubscribe button) and a process for ensuring you don’t keep emailing them after they have asked to be removed from your list.
What happens if my organization makes a mistake?
Originally, private citizens would have been allowed to file lawsuits against organizations and individuals who did not follow CASL as of July 1, 2017. The provisions allowing these private lawsuits were suspended this week.
The Competition Bureau, the Office of the Privacy Commissioner of Canada, and the CRTC can all still take legal action to enforce CASL, with penalties for the most serious violations ranging up to $10 million.
As well, personal assets of board members are no longer at risk in the case of a mistake or CASL noncompliance.
It is important for nonprofit organizations to ensure that their insurance covers possible risks.
More information on CASL for nonprofits
Lucky for all of us, there are many great CASL resources available for nonprofits! Here are some good places to look for more information, tools, and templates:
Please keep in mind that Volunteer Alberta is not able to offer legal advice. We hope the information we have offered is helpful and we encourage your nonprofit to contact a lawyer with any legal questions.