Tuesday, September 30, 2014

BPA/CCAB offering service to help companies comply with anti-spam legislation

Publishers who continue to be alarmed/overwhelmed by the provision of CASL, the Canadian Anti-Spam Legislation, may be looking to third parties to help them navigate the shoals in this, the most stringent anti-spam legislation in the world. Coming into force July 1 and whose compliance requirements come into full bloom within three years, CASL poses a threat to the way publishers deal with existing customers and seek out new ones through such devices as direct mail and e-letters. At least in theory, failure to comply with CASL guidelines can result in significant financial penalties, including major fines. 

A division of BPA Worldwide/CCAB, well-known as a circulation auditor, is offering a new service called CASL-Guard which suggests it could reduce the risk. According to Richard Murphy, senior vice president, technology assurance, at BPA, a CASL-Guard third-party review can demonstrate that an organization exercised due diligence to prevent a violation. 
“Implementing a CASL compliance program, assessed by an independent review, can mitigate an organization’s liability in the event of a CASL infraction,” Murphy added.
Auditors will interview staff, examine documentation and test compliance. Companies that successfully complete the program will receive an iCompli CASL-Guard seal to promote their “certified” status.

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