Quadrant at the Marketing and the Law Conference

Quadrant was fortunate to be involved in Marketing Magazine’s Marketing and the Law conference on December 6th. The main focus of the conference was how the new Canadian Anti-Spam Legislation (CASL), known as Bill C-28, taking effect in July, would impact advertising and marketing efforts via the message and the medium.

Our SVP, Tina Sinfarosa, participated on the closing panel, which recapped issues of the day, and highlighted potential issues we could expect after CASL implementation. What did Quadrant have to say? As an agency, we recommend staying proactive by continuing to follow CSR and Anti-spam best practices when it comes to marketing and advertising, maintaining high-level communication with all partners and suppliers, particularly digital, and participating in industry events to stay abreast of CASL developments. As marketers, we understand how challenging it can be to develop consumer trust and how easily it can be broken. With the forthcoming CASL legislation, the rules of the game will likely change. Our commitment will always be to continue to build brand loyalty through clear communication and continue to foster trust with the consumer. Several key success factors identified at the conference included:

- Ensure price claims are not misleading.
- Performance claims must be properly tested.
- Pay attention to the medium that the consumer is receiving the information — don’t bury the legal.
- Ensure you understand the implications of online behavioural advertising and what the trade-offs are.

Let us help your marketing team navigate the new legislation by contacting Tina at 416.497.1711 X 329.