Canada recently passed a new anti-spam law. Here is the long version for those who are looking for some extra pleasure reading. This new law is called FISA, Fighting Internet and Wireless Spam Act (Bill C-28).
Here is the Rundown:
1. FISA requires consent where the CAN-SPAM Act in the US does not.
2. The new law defines consent as: Explicit – when the subscriber specifically provides permission to the sender (e.g. through an opt-in webform) and Implied: where there is an existing or non business relationship, such as a customer purchasing a product or service.
3. FISA applies to anyone sending to subscribers in Canada, not just companies based in Canada. (Hint: you should start segmenting your subscribers based on location if you are not doing so already)
4. Other key elements include the basics that you should already be implementing, such as company contact information on every email, a clear unsubscribe link or reply email, and timely processing of opt-out requests (within 10 days).
At the end of the day, everyone should naturally implement these practices. We want to provide relevant content to individuals who want to receive it, and provide a nice user experience with transparency. On a strategic note, the need to have better data for Canada subscribers may sound like a pain, but embrace it as it could create some very interesting segmenting opportunities.
