Canadian Retailer - The Marketing Issue - 10

AT ISSUE

COMPLYING WITH
CASL RULES

Retail Council of Canada influencing measured
approach to implementation of new provision.
BY SEAN C. TARRY

IF you run a retail business, then
you know about Canada's anti-spam
legislation (CASL). You might also
know a thing or two about the complexity of the legislation and the
onerous requirements that you and
your business need to comply with
in order to remain on the right side
of the law when it comes to the sending of commercial electronic messages to the public. What you might
not be aware of, however, is the fact
that the legislation could become
even more complex as a result of a
proposed implementation of a provision to the legislation.
CASL came into effect on July 1,
2014, fundamentally changing the
way retailers and other businesses
communicate with audiences. Retail
Council of Canada (RCC) worked
with the Canadian government for
three years leading up to implementation of the legislation. It was work
that Jason McLinton, RCC's Vice
President, Grocery Division and
Regulatory Affairs, says was well
worth it from a retail perspective.
"Any time government is putting together any kind of legislation
around something that's going to
impact our members," he explains,
"We're going to be involved. We
worked with government to make
sure we could influence the shaping of the legislation so that it made
more sense for retailers across the
country and to effect important
exemptions to the law."

10 |

CANADIAN RETAILER

| THE MARKETING ISSUE

Now, nearly three years since the day the legislation was introduced, the Canadian federal government is proposing the implementation of a complicated provision to the law, one that will allow
persons of the public to bring actions against individuals and organizations that they claim have
contravened certain provisions of CASL. The provision poses a number of challenges to businesses
and organizations.
"The Private Right of "WE'RE IN DISCUSSIONS WITH
GOVERNMENT AND ARE ADVOAction (PRA) provision
CATING FOR A MORE MEASURED
is unique," explains McAPPROACH TO IMPLEMENTATION
Linton. "We're in discusOF THIS PROVISION."
sions with government
- JASON McLINTON
and are advocating for a more measRetail Council of Canada
ured approach to implementation of
this provision."
Part of the measured approach that McLinton
and RCC are recommending includes an in-depth
review of the law, its requirements and how the
addition of the provision might impact business.
"We were able to influence government to delay
implementation of the provision, which is a huge
win for our members," McLinton says. "The delay
allows us to continue working with government
to persuade them to be responsible when it comes
to implementation. We want them to be mindful
of the challenges that retailers face when considering the inclusion of PRA. And we'll be there on
behalf of retailers to make sure that the industry
has a voice in these considerations."
To download a copy of RCC's members-only Canadian anti-spam legislation (CASL) workbook, visit
www.retailcouncil.org/advocacy/antispam-caslcomes-into-force-july-1-2014


http://www.retailcouncil.org/

Table of Contents for the Digital Edition of Canadian Retailer - The Marketing Issue

Publisher’s Desk
Retail Currents
Under the Banner
Retail: At Issue
Canada Post Wins Prestigious ‘Retail Innovation’ Award
Read a Flyer: Read a Consumer
Millennial Engagement
The Alliance With the Mostest
Evolving With the Times
Social Nation
Marketing to Millennials— Every Segment of Them
Big Data Represents Big Opportunities for 21st Century Retail
Advertisers’ Index
Canadian Retailer - The Marketing Issue - Intro
Canadian Retailer - The Marketing Issue - cover1
Canadian Retailer - The Marketing Issue - cover2
Canadian Retailer - The Marketing Issue - 3
Canadian Retailer - The Marketing Issue - Publisher’s Desk
Canadian Retailer - The Marketing Issue - 5
Canadian Retailer - The Marketing Issue - 6
Canadian Retailer - The Marketing Issue - Retail Currents
Canadian Retailer - The Marketing Issue - Under the Banner
Canadian Retailer - The Marketing Issue - 9
Canadian Retailer - The Marketing Issue - Retail: At Issue
Canadian Retailer - The Marketing Issue - 11
Canadian Retailer - The Marketing Issue - Canada Post Wins Prestigious ‘Retail Innovation’ Award
Canadian Retailer - The Marketing Issue - insert1
Canadian Retailer - The Marketing Issue - insert2
Canadian Retailer - The Marketing Issue - 13
Canadian Retailer - The Marketing Issue - 14
Canadian Retailer - The Marketing Issue - 15
Canadian Retailer - The Marketing Issue - 16
Canadian Retailer - The Marketing Issue - 17
Canadian Retailer - The Marketing Issue - 18
Canadian Retailer - The Marketing Issue - 19
Canadian Retailer - The Marketing Issue - Read a Flyer: Read a Consumer
Canadian Retailer - The Marketing Issue - 21
Canadian Retailer - The Marketing Issue - 22
Canadian Retailer - The Marketing Issue - 23
Canadian Retailer - The Marketing Issue - 24
Canadian Retailer - The Marketing Issue - 25
Canadian Retailer - The Marketing Issue - Millennial Engagement
Canadian Retailer - The Marketing Issue - 27
Canadian Retailer - The Marketing Issue - 28
Canadian Retailer - The Marketing Issue - 29
Canadian Retailer - The Marketing Issue - 30
Canadian Retailer - The Marketing Issue - 31
Canadian Retailer - The Marketing Issue - 32
Canadian Retailer - The Marketing Issue - 33
Canadian Retailer - The Marketing Issue - The Alliance With the Mostest
Canadian Retailer - The Marketing Issue - 35
Canadian Retailer - The Marketing Issue - 36
Canadian Retailer - The Marketing Issue - 37
Canadian Retailer - The Marketing Issue - Evolving With the Times
Canadian Retailer - The Marketing Issue - 39
Canadian Retailer - The Marketing Issue - 40
Canadian Retailer - The Marketing Issue - 41
Canadian Retailer - The Marketing Issue - Social Nation
Canadian Retailer - The Marketing Issue - 43
Canadian Retailer - The Marketing Issue - 44
Canadian Retailer - The Marketing Issue - 45
Canadian Retailer - The Marketing Issue - Marketing to Millennials— Every Segment of Them
Canadian Retailer - The Marketing Issue - 47
Canadian Retailer - The Marketing Issue - 48
Canadian Retailer - The Marketing Issue - Big Data Represents Big Opportunities for 21st Century Retail
Canadian Retailer - The Marketing Issue - 50
Canadian Retailer - The Marketing Issue - 51
Canadian Retailer - The Marketing Issue - 52
Canadian Retailer - The Marketing Issue - 53
Canadian Retailer - The Marketing Issue - Advertisers’ Index
Canadian Retailer - The Marketing Issue - cover3
Canadian Retailer - The Marketing Issue - cover4
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