Every email sent through Pitch2Retail goes from your own connected inbox, identifies you as the sender, includes a real physical address, and includes a one-click unsubscribe. We use B2B implied consent under CASL s.10(9) — meaning we only contact business email addresses for category-relevant outreach. Anyone who opts out hits a permanent suppression list that prevents anyone (you or any other client) from emailing them through our platform again.
What is CASL?
CASL — Canada's Anti-Spam Legislation, enacted 2014 — governs commercial electronic messages (CEMs) sent to or from Canadian recipients. Penalties under CASL can reach $1M per violation for individuals and $10M per violation for organizations — making it one of the strictest anti-spam regimes in the world.
CASL applies to messages sent to Canadian recipients regardless of where the sender is located. So even if you're based in the US or UK, sending to a Canadian buyer requires CASL compliance.
Our consent basis: s.10(9) B2B implied consent
CASL allows three forms of consent: express, implied, and specifically exempted relationships. Pitch2Retail operates under s.10(9) implied consent, which applies when:
- The recipient has conspicuously published their business email address (e.g. on the retailer's website, LinkedIn, Apollo's verified database, Google Maps business listing); AND
- The published address is not accompanied by a statement that the person does not wish to receive unsolicited messages; AND
- The message is relevant to the recipient's business role (i.e. you're contacting a category buyer about a product in their category — not random outreach).
This is the same basis used by Apollo, Lemlist, Outreach, and the rest of the B2B sales tooling industry. It is settled CASL precedent.
s.10(9) implied consent does NOT apply if the recipient has explicitly stated they don't want commercial messages, or if the message is unrelated to their role. Pitch2Retail's compliance lint and audience builder are designed to keep you within s.10(9) — but you're responsible for the messages you choose to send.
Sender identification (s.6(2)(a))
CASL s.6(2)(a) requires every CEM to clearly identify:
- The sender's name (or business name if commercial)
- A current physical postal address
- A working contact method (phone or email)
How Pitch2Retail handles this:
| Element | How we handle it |
|---|---|
| Sender name | Pulled from your brand profile (you set it during onboarding) — appears in From: header |
| Physical address | Required field on first paid plan setup — auto-injected into every email's footer |
| Contact method | Reply-To header is your own connected email — recipients can always reach you |
Unsubscribe mechanism (s.6(2)(c))
CASL s.6(2)(c) requires a working unsubscribe mechanism in every CEM. The mechanism must be:
- Set out clearly and prominently in the message
- Able to be readily performed (one-click is the standard)
- Functional for at least 60 days after the message was sent
- Effective within 10 business days (we process instantly)
Pitch2Retail's unsubscribe link is a single GET request to /api/track/unsub/:pitchId that immediately:
- Adds the recipient email to our platform-wide suppression list
- Marks the originating pitch as "unsubscribed"
- Prevents any future client (you or anyone else) from sending to that address through our platform
- Returns a confirmation page
The suppression list
Once an address is suppressed, it stays suppressed permanently, across all clients on our platform. There is no opt-back-in flow — the recipient must explicitly request re-inclusion via email to hello@pitch2retail.com.
The suppression list is checked on every send. If an address appears, the send is blocked at our gateway before reaching Resend. This is enforced regardless of which client triggered the original opt-out.
What we don't allow
The following are blocked by Pitch2Retail's compliance lint or platform rules:
| What's blocked | Why |
|---|---|
| Misleading From / Reply-To / Subject lines | CASL s.6(1) — false or misleading representations |
| Hidden / dysfunctional unsubscribe links | CASL s.6(2)(c) |
| Sending to recipients on the suppression list | Platform-wide enforcement |
| Bulk send to consumer (non-business) email addresses | s.10(9) only covers B2B contexts |
| Banned health claims for supplements/cosmetics | Health Canada NHPD + FDA — see AI Usage |
| Spam-pattern subjects (ALL CAPS, "$$$", "GUARANTEED") | Domain reputation + CAN-SPAM trigger |
Enforcement and CRTC complaints
CASL is enforced by three regulators:
- CRTC (Canadian Radio-television and Telecommunications Commission) — handles unsolicited message complaints
- Office of the Privacy Commissioner of Canada (OPC) — handles privacy aspects (PIPEDA)
- Competition Bureau — handles misleading commercial representations
If you receive a complaint or CRTC inquiry related to a Pitch2Retail-sent campaign, contact us within 24 hours at legal@pitch2retail.com — we'll provide full delivery logs, consent basis documentation, and unsubscribe records to support your response.
Your obligations as a Pitch2Retail user
By using Pitch2Retail, you agree to:
- Only contact recipients in B2B (business) contexts relevant to their role
- Provide accurate brand identification + physical address during onboarding
- Not attempt to circumvent the suppression list (technically or otherwise)
- Not send pitches that contain false claims, deceptive subjects, or other s.6(1) violations
- Respond truthfully and promptly to any CRTC complaint or inquiry
Failure to comply with these terms is grounds for immediate account suspension under our Terms of Service.
Need a counter-signed compliance attestation?
Growth+ tier customers can request a counter-signed compliance attestation document for procurement / due-diligence purposes. Email hello@pitch2retail.com with your account email — turnaround is typically 5 business days.
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