The programs—AAM CASL Gap Analysis and AAM CASL Compliance—were designed in collaboration with Derek Lackey, president of the Direct Marketing Association of Canada, CEO of -30- Strategic Communications, and author of “CASL Compliance: A Marketer’s Guide to Email Marketing to Canadians.”“The benefit of a compliance program like AAM’s is it clears up the myths and anxiety around CASL,” said Lackey. “CASL isn’t optional. If your email marketing programs aren’t compliant, you’re breaking the law and putting your business at risk. The financial penalties of a class action lawsuit and damage to your brand just aren’t worth it. Engaging AAM to review your program and advise you on how to make it compliant with the law is an easy way to protect your company.”
In a recent survey by the Direct Marketing Association of Canada and Fasken Martineau, 64 percent of respondents said they either did not have or did not know if their company has a formal written CASL policy. A policy is part of the record keeping expectations of the CRTC and will help companies prove their effort to comply with the law and its standards should they be investigated.
“Email marketing programs are valuable ways for companies to communicate with consumers,” said Joan Brehl, vice president and general manager of AAM Canada. “To abide by the law, businesses must understand that Canadian consumers own their email address and have complete control over what messages they receive. AAM’s CASL compliance programs are designed to...
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