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CCCA_V6No3_Dept-Ecommerce-FIN_CCCA_V1No2_Dept-Ethics.qxd 9/18/12 3:50 PM Page 11 E-Commerce searching out other available information be given to whether this data goes beyond friend” promotions are possible provided on the internet. An organization must first permissible “transmission data” for the pur- organizations respect the recipient friend’s bring this additional collection and uses to poses of Canada’s anti-spam legislation. legitimate privacy and anti-spam con- the friend’s attention and the cerns. The trick to avoiding traps friend must have the opportuni- is to involve legal counsel or pri- ty to opt out. “Invite a friend” promotions vacy professionals early enough Organizations also must be “ that the promotion can be devel- wary of hidden methods of col- are possible provided oped with privacy and anti-spam lecting information about the organizations respect compliance embedded in the friend. For example, organiza- design and technology used in tions use technologies that per- the recipient friend’s the promotion. mit them to track when the legitimate privacy and friend opened the e-mail and Timothy M. Banks is a partner whether the e-mail was forward- anti-spam concerns. in the Business Law Department ed (among other things). An ” of Fraser Milner Casgrain LLP. organization should collect He is the national lead for the tracking data only in a de-identified or Finally, don’t let the privacy and anti- Firm’s Privacy practice. This article is anonymous form solely to generate click spam compliance issues dampen enthusi- based on a series of posts on the blog statistics. In addition, consideration should asm for referral marketing. “Invite a www.datagovernancelaw.com. « LA RÉFÉRENCE “ THE BENCHMARK EN PROPRIÉTÉ FOR INTELLECTUAL INTELLECTUELLE » PROPERTY ” – RÉSULTATS DE SONDAGES PAR/RESULTS OF SURVEYS BY THE CANADIAN LEGAL LEXPERT DIRECTORY ROBIC, S.E.N.C.R.L./LLP Montréal: + 1 514 9876242 @ROBICCanada Québec: + 1 418 6531888 /ROBICCanada www.robic.ca /company/ROBIC AUTOMNE 2012 CCCA Canadian Corporate Counsel Association 11