With the help of the Competition Bureau and the Office of the Privacy Commission, CASL will enable this Taskforce on Spam to use economic sanctions against advertising agencies which use spam, fraud, spyware, or even malware tools for the purpose of finding out more information on consumers without their consent.
The penalty for an individual advertiser who violates CASL per penalty $1,000,000 while the penalty for an organization is $10,000,000 per penalty.
CASL is the product of a mulit-year Taskforce by industry professionals, law enforcement, and other entities created in 2004 responsible for studying spam and malware in online advertising.
This new legislation was officially materialized through the organization of 25 recommendations in a 2005 report from the Taskforce on ways to reduce ad-related spam.
Starting on July 1st, all commercial electronic messages (CEM) like SMS texts must have:
1. the sender’s name along with the name of other parties if sent upon another’s behalf.
2. the sender’s mailing address
3. Other relevant contact information (including URL and/or contact number)
4. A clearly visible “Unsubscribe” button.
Requests for consent must also have such information included for consumers, as well as a specifications about the function of the product discussed in detail in the CEM.
For more details on how to ensure that your e-messages to consumers are within the legal specifications of CASL, contact us today.
Effective July 1, 2014, all text messages in Canada delivered over Common Short Codes must adhere to the country’s anti-spam law (Canada’s Anti-Spam Law – CASL) with the main provision being, “the sender will need to obtain consent from the recipient before sending the message and will need to include information that identifies the sender and enables the recipient to withdraw consent.”
The Canadian Wireless Telecommunications Association (CWTA) is recommending that all content providers and future Common Short Code users such as clients using shortcode 84444 be familiar with all regulations regarding text message marketing, and if assistance is required to contact the Canadian Radio-Television Telecommunications Commission (CRTC) or seek independent legal advice.
It’s always interesting to see how people continue to consume media. Today’s media report from the CRTC details how many Canadians are using media and the cost of their monthly cell phone bills. The most interesting thing about Canada is that media consumption, specifically radio and television, continues to increase despite the fact that there are multiple outlets for such content.
Today, the Canadian Radio-television and Telecommunications Commission (CRTC) issued its annual Communications Monitoring Report providing an overview of the Canadian communications sector. In 2011, the average Canadian family spent more than $180 per month on communications services.
“This report is used to gauge whether the communications industry is meeting the needs of Canadians as consumers, citizens and creators,” said Jean-Pierre Blais, Chairman of the CRTC. “The information it contains will help them make more informed decisions in the marketplace and enhance their participation in our public proceedings.”
Canadians are consuming more content
In 2011, 1,183 radio services and 702 television services were offered to Canadians. Despite the availability of content on digital platforms, Canadians spent more time watching television and listening to the radio.
On a weekly basis, they watched an average of 28.5 hours of television, up from 28 hours in 2010, and listened to an average of 17.7 hours of radio, up from 17.6 hours the previous year.
Canadians also actively consumed digital media content. Typical users watched 2.8 hours of Internet television per week, an increase from 2.4 hours in 2010. Four per cent of Canadians report only watching television programming online, while 4% watched programming on a smartphone and 3% on a tablet. Additionally, 22% of anglophones and 17% of francophones streamed the signal of an AM or FM station over the Internet.
“Canadians are enthusiastic consumers of creative content, whether it is offered on television, radio or through digital platforms. The fact that they are spending more time watching or listening to programming is good news for Canadian creators,” Mr. Blais added.
In 2011, the broadcasting industry contributed $3.1 billion to the creation and promotion of Canadian programming, an increase of $132 million from the previous year.
Canadians are more connected
Seventy-eight per cent of the 13.4 million households in Canada had an Internet subscription. Canadians continued to migrate to faster Internet services: the percentage of households with download speeds of at least 5 megabits per second rose from 51% in 2010 to 54% in 2011. The average monthly bill for broadband Internet services increased by $1.80, or from $36.99 in 2010 to $38.79 in 2011.
By the end of 2011, the number of Canadians subscribing to wireless services grew by 6% to 27.4 million. Newer competitors, who offered their services to more than half of the population, doubled their market share from 2% to 4% of subscribers. At the same time, the larger companies introduced faster wireless networks, also known as Long Term Evolution or LTE networks, to 45% of the population. In 2011, Canadians paid on average $57.98 per month for wireless services, which was roughly the same amount as the previous year’s monthly total of $57.86.
The number of subscribers to home telephone services in Canada continued to decrease in 2011, falling by 2.7% to 12.2 million. The average monthly bill of a telephone line was slightly lower, from $31.35 in 2010 to $31.23 in 2011.
The number of Canadian households that subscribe to basic television service increased by 2.2% to 11.8 million, equivalent to 89.6% of all households. Cable companies served the majority, or 69.9% of subscribers, while satellite companies served 24.5% and companies that deliver television programming through telephone lines (known as an Internet Protocol Television service) served 5.6% of subscribers. The average television subscriber paid $61.86 per month, an increase from $59.73 in 2010.
Luxie is a pretty young woman in Canada that sent supports our 84444.ca mobile marketing site. Luxie’s employer had some great success with using 84444 for her business.
Mobile marketing in Canada is in its infancy so few customers are receiving many text message promotions on their Blackberry’s and other cell phones. That really helps the messages stand out, said Luxie. We agreee that Luxie is a standout.
Luxie and her company had some great success with mobile marketing platform 84444.ca.
If you are like me, you turn down the sound, or worse yet, mute it, during television commercials. That’s because the volume of the television advertising is incredibly high so if you would like to talk, you almost have to. Finally, the CRTC is doing something about it. Canadian television stations will need to tone down their advertisements come September.
The CRTC hears you (barely) and is moving to lower the sound of TV commercials.
OTTAWA-GATINEAU — Today, the Canadian Radio-television and Telecommunications Commission (CRTC) published the final regulations requiring Canadian broadcasters and broadcasting distributors to control the loudness of TV commercials by September 1, 2012.
“The rules we published bring us a step closer to our goal of eliminating loud TV ads,” said Leonard Katz, Acting Chairman of the CRTC. “We have every expectation that the industry will take the necessary steps to meet our deadline and provide relief to viewers.”
The regulations require Canadian broadcasters to adhere to the Advanced Television Systems Committee’s (ATSC) standard for measuring and controlling television signals. Adherence to this standard will minimize fluctuations in loudness between programming and commercials. The ATSC is an internationally recognized body that sets technical standards for digital television.
In December 2011, the CRTC published draft regulations for comment after responding to Canadians’ concern that commercial advertisements were too loud.
Broadcasters are also responsible for maintaining the volume of programs.
They must follow these rules and ensure that both programs and ads are transmitted at the same volume by no later than September 1, 2012.
Broadcasting Regulatory Policy CRTC 2012-273
During 2011, QR codes came onto the scene as a way to tie mobile and traditional marketing. According to comScore MobiLens (3 months average ending December 2011); during 2011 it was found that among the smartphone audience, 20.3% of the United States, 16.1% of Canada, 15.6% of Germany, 12.6% of France, 12.3% of the UK, 11.9% of Spain, and 10.1% of Italy scanned a QR (Quick Response) code.
Pound codes utilize short code dialing whereas the mobile phone user can hit the # sign plus a short code number and then dial a standard rate phone call or a premium rate phone call.
The standard rate phone call is free to the consumer and the premium rate phone call will cost the consumer, much like calling a 900 number from a landline phone does.
While starting a pound code number is not cheap (the initial investment is $3000), it is a way to access cell phone only households with your voice information. Plus, its an easy way to charge the consumer for your premium information.
Most important, it’s a great way to charge your consumer that is on the go, like the billboard below that I saw while vacationing in Florida.
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