Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

One Spam Email Will Cost Brands $10 Mil in Canada

Image via Getty
Image via Getty

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Starting on July 1, Canadian businesses will no longer be able to spam consumers via email, text, or social media without explicit consent from each individual. This new legislature, set to go into effect on Canada Day (coincidence? we think not), will make the act of sending unwanted spam to consumers punishable by law.

According to the fine print, Canadian individuals who send spam after July 1 could be subject to fines of up to $1 million and businesses can be fined up to $10 million per violation. In order to keep sending company emails, brands have to obtain individual consent from each intended recipient, hence a lot of recent groveling emails from Canadian businesses.

Screenshots of imploring brand emails. Image via Global News

Vancouver-based Lululemon wasn't shy about it—a recent email from the brand came with a big, bold "Please Say Yes" across the header. Other brands are sending "double confirmation" emails asking consumers to give their consent at least twice for extra protection in fear of violating the new law and getting slapped with huge fines.

· Canada's new anti-spam law 'applies to almost all businesses' [CTV News]
· Why Canada's anti-spam legislation is creating so much spam [Global News]
· Bloomingdale's Email Meltdown Causes Spam Assault [Racked]
· The New Gmail Inbox Is Causing Issues for Fashion Brands [Racked]