We all know that email spam is a problem. Unwanted emails in our inbox are just a big nuisance. Starting July 1st, 2014 new Anti-Spam Legislation is being introduced in Canada. What does this mean for the email marketer? Or for the community group or volunteer organization? Basically the legislation deals with Commercial Electronic Messages or “CRM” which means e-mails, texts, social media messages or any other form of electronic communication to third parties, whether they are businesses, consumers, members, volunteers or donors. CASL’s definition of “commercial” includes activities carried on without the prospect of gain. There are 3 simple rules to follow when sending CEMs: Consent – You must have expressed or implied consent to send a message. Identification – You must clearly and simply identify yourselves and anyone else on whose behalf the message is sent. Unsubscribe Mechanism – In every message you send, you must provide a way for recipients to unsubscribe from receiving messages in the future. New consents are required Consent under CASL can be express or implied. Unlike Canadian privacy laws which permit “opt out” consent for less sensitive types of information, such as receipt of marketing information, this form of consent is not sufficient under CASL for the receipt of marketing information by electronic means.