If you use commercial electronic messages such as e-mail, newsletters, text messages, voicemail and social media to market your products, you could be breaking the law as of July 1st, 2014. Monetary penalties for non-compliance are high; up to $1 million for individuals and $10 million for businesses.
What’s it all about?
Basically, businesses will be required to obtain consent from recipients before sending them commercial electronic messages (CEMs).
Advance preparation for this legislation is highly recommended. Resist the urge to procrastinate.
Law firms advise sending your contacts an electronic message prior to July 1st, to request their consent. Doing so after the legislation takes effect puts you in contravention of the law.
Is there a silver lining?
This additional administrative task on your already bulging to-do list is time consuming and eats up valuable resources, without any apparent payback. The one bright spot I see is, by sending commercial electronic messages only to people who consent to receive them, your marketing will target a more receptive audience. And you will no longer annoy people who are not interested in what you are selling. This is an effective strategy for strengthening your brand.
Where do you begin?
The CRTC explains the legislation and provides guidance for businesses.
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As a packaged foods specialist, Birgit Blain transforms food into retail-ready products. Her experience includes 17 years with Loblaw Brands and President’s Choice®. Contact her at Birgit@BBandAssoc.com. Check out this recent rebranding project.
© Birgit Blain