Calgary, Alberta (July 9, 2014) – Canada's anti-spam legislation (CASL) came into effect on July 1st, 2014. Designed to protect consumers against companies’ marketing practices that produce unwanted, unsolicited electronic messages, the new law regulates how Canadian businesses, including renovation companies in Calgary, may go about using electronic messaging platforms as a marketing tool.

The new law aims to have companies secure a person’s express consent to send them electronic messages. Express consent means that the intended recipient gives explicit permission (this can be done electronically, orally with documention or in writing) to a business to send electronic information. Express consent is not time limited, but can be withdrawn at any time by the recipient simply by opting out. Most companies currently send CEM’s (commercial electronic messages) to their database based on implied consent which expires typically 2 years after the interaction that started the relationship. 

In addition, the CASL legislation requires that all advertising must be true and not designed to mislead recipients. This applies to all portions of electronic messages, including the sender information, subject matter information, URLs, and/or any metadata included.

As one of the top Calgary renovation companies, Pinnacle Group understands the importance of protecting its customers and clients from abusive marketing practices. Having always maintained a focus on providing a positive client experience at all times, Pinnacle Group is on top of the issue and assures its clients that it will comply with the requirements of the new law.

However, Pinnacle Group also recognizes that the new legislation may have a negative impact on subscribers in the company’s mailing list who have a specific interest in retaining a spot on their list. To this end, and guided by the company’s dedication to clear communication, accountability, and ethical and honest business practices, Pinnacle Group has recently started reaching out to its clients to provide their express consent to be retained in the company’s mailing list, if they so choose.

Subscribers to Pinnacle Group’s information emails who haven’t yet responded to the express consent email, and would like to retain their membership in the company’s mailing list, are requested to email or phone Pinnacle directly to provide their express consent. All subscribers to the mailing list are assured that they can opt out at any time using the unsubscribe link included at the bottom of the company’s broadcast emails.

About Pinnacle Group

Founded in 1999, Pinnacle Group is a home renovation company of great repute among the many communities in and around Calgary. Led by the ever-reliable and much-experienced inter-provincial journeyman carpenter, Paul Klassen, the company has grown into one of the region’s most recognizable brands in complete home, basement, kitchen, bath, and ensuite renovations.