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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

CASL

CASL (Canada's Anti-Spam Legislation) is a Canadian law that requires consent, clear sender identification, and an unsubscribe mechanism to send commercial electronic messages to recipients in Canada.

Also known as: Canada's Anti-Spam Legislation, Canadian anti-spam law

CASL is one of the strictest anti-spam laws in the world. If you email anyone in Canada, it requires consent up front — a higher bar than the US's CAN-SPAM.

What does CASL require?

Consent (express or, in limited cases, implied) before sending, clear identification of who you are, and a functioning unsubscribe mechanism in every message.

Express vs. implied consent under CASL

Express consent is explicitly granted and doesn't expire until withdrawn; implied consent arises from an existing business relationship and is time-limited. Express consent is the safer basis.

Staying compliant

Collect and record consent, identify your business clearly, honor unsubscribes promptly, and keep documentation. This is general information, not legal advice — consult a professional for your situation.

Related terms

CAN-SPAM Act GDPR (Email Marketing) Opt-In Unsubscribe Permission-Based Marketing CCPA

Related reading from Drip

How to Prepare for the GDPR with Help from Drip

Frequently asked questions

What is CASL?
CASL (Canada's Anti-Spam Legislation) is a Canadian law requiring consent, clear sender identification, and an unsubscribe mechanism to send commercial electronic messages to recipients in Canada.
What does CASL require?
Consent before sending (express or, in limited cases, implied), clear identification of who you are and how to contact you, and a functioning unsubscribe mechanism in every commercial message.
What's the difference between express and implied consent under CASL?
Express consent is explicitly given and doesn't expire until withdrawn. Implied consent arises from an existing business relationship and is time-limited. Express consent is the safer, more durable basis for sending.
How is CASL different from CAN-SPAM?
CASL (Canada) requires consent before sending commercial email, while CAN-SPAM (US) allows unsolicited commercial email if you follow its rules. CASL is stricter. This is general information, not legal advice.
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