Anti-spam law (CASL): what an installer is allowed to send

Good news: reminding your own customers is not spam — when it is done right. Canada's Anti-Spam Legislation (CASL) governs commercial electronic messages (emails, text messages), and it specifically provides for the case that concerns you: the existing business relationship.

The three golden rules

1. Consent — express (the customer said yes) or implied: an existing business relationship creates one. A purchase or a contract generally creates implied consent valid for 2 years after the transaction; a quote request, 6 months. Hence the value of reminding your customers while the relationship is alive — every maintenance visit performed renews it.
2. Clear identification — your company name and contact details in every message. The customer must know within two seconds who is writing and why them.
3. An unsubscribe mechanism — visible, free, one click, processed without delay (10 days at most). And when someone unsubscribes, it is final.

The classic traps for installers

• Buying or exchanging contact lists: almost always non-compliant — and pointless, your value is in YOUR customers.
• Reminding a 2015 customer never contacted since: the implied consent has probably expired. The safe zone is regular follow-up — not archaeology.
• No record of consents: in the event of a complaint, it is up to the company to demonstrate its basis for sending. Keep a register: who, when, on what basis.
• The "friendly" text message: commercial text messages are covered by CASL just like emails.

And paper mail?

CASL targets electronic messages. A postal letter is not subject to it — which is why direct mail remains a good tool for customers without an email address or whose implied consent has expired. It remains subject to the general rules on the protection of personal information (see our guide on Law 25).

Published on 2026-09-20 · This guide is informative and general; it replaces neither the manufacturers' documents nor legal or accounting advice.