C28: the right to legal action suspended but fines still possible!

Collaboration – June 22, 2017

On June 7, 2017 the story of Bill C-28 went through another plot twist. On that date, the government suspended the private right of action provisions under Canada’s anti-spam law. The purpose of this legislation is to protect Canadians from unwanted or unsolicited emails. The Bill was passed on July 1, 2014. It includes a three-year grace period.

Law C28 in short

  • Refers to commercial e-mails sent to an e-mail address.
  • In most cases, requires companies to obtain consent prior to sending e-mail messages.
  • Establishes mandatory rules in respect to the form of communication (unsubscribe link, …)
  • Requires companies to provide evidence of obtained consent.
  • Provides for penalties in case of non-compliance.

As soon as the law was announced, the business community was quick to react. Indeed, many companies expressed their concerns about the impact of these measures on their business activities. Associations such as the Canadian Marketing Association (CMA) have strongly denounced the negative effects of the law and helped achieve the suspension of the plaintiff’s right to appeal.

So, what will happen on July 1, 2017?

Since Bill C28 is only challenged on the question of the possibility of civil action against companies sending the commercial emails, it remains valid. It’s important to note that penalties in the form of fines from the CRTC remain applicable and may even intensify on July 1.

If you’ve already made arrangements to comply with law C28, don’t change anything! If you haven’t been paying attention to it as of yet, don’t put it off any longer!

Here at Exo B2B, we advocate personalized and respectful marketing. We set up e-mail campaigns on behalf of all types of customers, ensuring they convey a good corporate image to their target audience while being effective in achieving results.

Interested? Contact us!

Blog Archive

More articles that might interest you?

B2B personas: understanding them and mastering the buyer’s journey

Did you know that 72% of marketing professionals use B2B personas to guide their marketing content? This statistic highlights the… Read More...

Multicampaigning in B2B (Google Ads and LinkedIn Ads): the winning recipe

Those who know me know that I'm a big fan of Google Ads. The platform is well built, and there's… Read More...

Social selling: an essential B2B skill

The B2B marketing landscape is changing rapidly. Probably the biggest adjustment is in the sales approach. In a world where… Read More...