For distributors
CASL basics for promotional products distributors
What Canada's Anti-Spam Legislation means for prospecting emails: consent, identification and unsubscribe.
Updated September 30, 2026
Consent comes first
Under CASL, a commercial email to someone in Canada needs their consent, either express or implied.
- Express consent: the person clearly agreed to receive your emails (for example, ticked an opt-in box).
- Implied consent, existing business relationship: they bought from you within the last two years.
- Implied consent, inquiry: they asked you about your products within the last six months.
- Implied consent, conspicuous publication: they published their business email without saying they don't want messages, and your message relates to their role.
Every message needs
- Your identification (who is sending, and on whose behalf)
- Your mailing address and a way to contact you
- An unsubscribe mechanism that works, honoured within 10 business days
Keep records
Record where and when consent came from for every contact. If a regulator or a recipient asks, the burden of proof is on the sender.
This is a general overview, not legal advice. Check the CRTC's guidance or a lawyer for your situation.