Request a callConsent and first-party data under Law 25 and CASL: a practical guide for B2B marketers
Collect first-party data in ways people understand, record what they agreed to and when, use it only for those purposes and make withdrawing easy. Quebec’s Law 25 and Canada’s anti-spam law (CASL) both shape how you track, email and build audiences. This is general information, not legal advice, so have counsel review your approach.
Key takeaways
- Ask clearly, record the consent and the purpose.
- Use data only in ways consistent with what people agreed to.
- Make it easy to withdraw and honor it everywhere.
- Have a lawyer review your forms, policy and tracking setup.
What to record
- What the person agreed to and the exact wording shown.
- When and where they agreed.
- The source and purpose of the data.
- Any withdrawal, and applying it to every system.
Forms and tracking
Use plain-language form text, avoid pre-ticked boxes and set analytics and ad tags to respect the choice made in the consent banner.
Email and audiences
Email rules differ from tracking rules. Check consent before sending commercial email and before uploading lists to ad platforms, and keep suppression lists in sync.
Make it operational
- Name an owner for privacy and consent.
- Map where personal data lives in your stack.
- Review forms, banners and policies on a schedule.
- Train the team on what they may and may not do.
Frequently asked questions
Does Law 25 apply to B2B?
Business contact details that identify a person can be personal information, so treat them carefully. Ask counsel about your situation.
Is a consent banner enough?
It is one piece. You also need accurate records, honored choices and aligned tools.
Can I upload customer lists to LinkedIn?
Only if you have a lawful basis and appropriate consent. Review this with counsel.
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