Can I email or text customers to ask for a review under Canada's anti-spam law?

Does CASL apply to a review request?

Treat it as yes. Canada’s anti-spam legislation (CASL) requires consent before you send a commercial electronic message, such as an email or a text. A review request often sits inside a message that also promotes your business. The safest approach is to follow the CASL rules for every review request. This page is general information, not legal advice. Ask a lawyer if your case is complicated.

What consent do I need?

CASL recognizes two kinds of consent.

• Express consent: the person agreed, verbally or in writing, to receive messages from you. It has no time limit unless the person withdraws it.
• Implied consent: it applies only in certain situations. One is an existing business relationship. For example, someone bought something from you or sent you an inquiry.

If you ask for consent, keep a record. Senders must be ready to show proof of consent if someone asks.

How long does implied consent last?

Implied consent is generally time-limited. It may be valid for up to 2 years after the last interaction. For an inquiry or an application, it may be valid for only 6 months. Check the date of the last purchase or inquiry before you send a request.

What must the message include?

Each message must contain:

• your business name, and the name of anyone you send it on behalf of
• a current mailing address, plus a phone number, email address, or website address
• contact details that stay valid for at least 60 days after you send the message
• an unsubscribe mechanism that is clear and easy to use

You must act on every unsubscribe request within 10 business days or less, at no cost to the person. Also check that no part of the message is false or misleading.

How do I send review requests the safe way?

1. Make a list of customers who bought from you or gave you express consent.
2. Remove anyone who asked you to stop, and anyone whose last interaction is too old.
3. Write a short message. Thank the customer and ask for an honest review.
4. Add your review link. Google lets you share a review request link or a QR code.
5. Add your business name, your address, a way to reach you, and an unsubscribe option.
6. Save a record of the consent for each person you contact.
7. Process each unsubscribe on time and remove that person from your list.

Can I offer a discount for a review?

No. Google’s help pages say that offering free or discounted goods or services in exchange for a review is fake and misleading content, and that it is strictly prohibited. This also covers payment to change a review or to remove a negative one. Reviews must reflect a genuine experience. Ask for honest feedback and offer nothing in return.

Do privacy rules apply as well?

Yes, possibly. The government of Canada notes that CASL is not the only set of consent rules a business must follow. Some businesses also have duties under the federal privacy law, the Personal Information Protection and Electronic Documents Act (PIPEDA). These duties mostly concern how you handle personal information. Keep your customer list private and use it only for the purpose the customer would expect.

What should I do after the reviews arrive?

Reply to your reviews. Google’s help pages suggest short, polite, and personal replies. They also say not to use a reply to offer deals. For a negative review, stay professional and offer to settle the matter by phone or email. Never share the reviewer’s private information. Report a review only if it breaks Google’s policies, not because you disagree with it.