- Get express or implied consent first.
- Include sender identity and unsubscribe in every message.
- Let users share links themselves instead of sending on their behalf.
Why referral programs need attention
In a typical US flow, a product emails the friend for the user. That pattern can raise risk under stricter consent rules. A safer design lets the user copy a link and share it through their own channel.
The core CASL requirements
Design a compliant referral flow
Offer a link or code the user shares on their own. If you must email, send only to people who have given consent, keep a record of it and include all required details.
Keep the metrics honest
Link-based sharing may lower invites per user compared with email. Track K-factor for the compliant flow so your projections use real numbers.
Will referrals compound or fizzle?
Questions about Growth Loops and Referrals
Does CASL apply to US companies?
It can apply when messages are sent to people in Canada. Seek legal advice for your case.
Is a business-to-business email exempt?
No. CASL covers commercial messages to business addresses too, with some exceptions.
Is this legal advice?
No. It is general information. Consult a Canadian lawyer.
Key terms
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