We recently announced a new feature we added to DNCSolution, our cloud-based application that helps marketers ensure compliance with current consumer privacy laws.
The feature confirms consent for Canadian consumers and businesses under Canada's Anti-Spam Legislation – commonly referred to as CASL. One of the toughest laws of its kind in the world, CASL combines stringent consent requirements with a maximum monetary penalty of $10 million per violation for businesses and $1 million per violation for individuals. CASL became law in 2014 and provided a three-year transition period to allow companies to continue to market to their current database of electronic addresses – but on July 1, 2017, companies will be on the hook to prove existing relationships with their customers rather than implicit consent to receive Commercial Electronic Messages (CEM).
At that point, Canadian citizens will gain the right to allege violations and pursue private actions against offenders, a transition that is expected to increase CASL-related litigation significantly. By using DNCSolution, marketers will be able to use a CASL-specific feature to confirm consent and communicate with audiences across the Canadian border.
Along with the CASL scrub tool, the latest DNCSolution release offers enhancements to existing features including a more intuitive user interface, the ability to upload express consent data and store it in a DNC filter, the ability to collect express written consent to call a consumer on a mobile device using an automated dialer (when used in conjunction with MyPreferences), and an optional service in which users can identify plaintiffs and attorneys who have previously been involved in multiple lawsuits, or who were identified as professional plaintiffs in individual or class action lawsuits.
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace.
With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today.
Labels: Anti-Spam Legislation, automated dialer, CASL, CEM, Commercial Electronic Messages, consumer privacy laws, DNCSolution, express consent data, express written consent, MyPreferences