As a marketer, you’ve got an extensive to-do list and many responsibilities. You already have to navigate the policies of various online platforms on the road to chase down your KPI targets. But something new occurs every little while and the rule book changes. That time is upon us again with Quebec’s new legislation – Quebec Law 25 (Bill 74), with significant changes coming at the end of September 2023.
Like every new rule change, this will require adaptation to remain compliant. And, with many businesses still needing to prepare for the new regulations, the time to get familiar with it and start making changes is NOW.
Don’t worry; the team at Elite Digital is here to help, and we’ve got you covered with all the essential information. If you haven’t already seen it, you may want to check out our other post, “Everything You Need to Know for Privacy Compliance,” which does an even deeper dive into the nitty-gritty information of Quebec’s Law 25.
What is Quebec Law 25?
The origin story of Law 25 began as Bill 64 and is a groundbreaking piece of legislation that impacts everyone within Quebec and those doing business with anyone in Quebec. This must be addressed; some provisions have already been in effect since September 22. So, if this is the first you’re hearing about it, buckle up because some action items are coming your way!
Quebec’s Law 25, the new privacy law, disrupts how marketers collect, use, and share personal data. There’s a lot to unpack in Law 25, but we will focus on how marketers can and should prepare.
Why Should Marketers Care?
Think about it: How can you plan a journey if you don’t know the rules of the road? If you don’t see the speed limit or what that road sign means, you can get in serious trouble and put everyone in your vehicle at risk. The same applies to digital marketing. Being familiar with Quebec Law 25 will ensure compliance and turn this disruption into an opportunity while keeping your business in good standing (and avoiding hefty penalties!).
The first wave of changes took effect on September 22, 2022, and the following significant change is coming up on September 22, 2023. This is the date to circle on your calendar now because you’ll need all your ducks in a row by then.
Understanding the Basics of Quebec Law 25
Objective and Impact
Much like a lighthouse illuminates the path for incoming ships, Quebec Law 25 aims to protect consumers by shedding light on how their personal information is used. It substantially impacts marketers by imposing strict user data collection and usage rules.
This would feel familiar if you were a marketer who lived through the launching of CASL (Canada’s Anti-Spam Legislation) or navigated GDRP regulations.
How Marketers Can Prepare for Quebec Law 25
Understanding User Privacy with Quebec Law 25
First and foremost, marketers should prioritize respecting users’ privacy. Morally and ethically, this is always a good thing, but now it’s more firmly legally mandated. Just as you wouldn’t want someone intruding into your home uninvited, it is essential to recognize the significance of user privacy when it comes to Quebec Law 25.
Managing Customer Data
Next, treat customer data like a treasure chest. Data is gold! Utilized under appropriate circumstances, good consumer data can be a game changer for any brand and business. We live in an era of customer relationship marketing, and the more you know about your customers (and the more data you have), the better you can send hyper-targeted messages and customize your communication strategy. Implementing data management strategies that align with Quebec Law 25 is paramount.
As a marketer living in the Law 25 world, you must look closely at (a) how you obtain data and (b) what you do with it.
Purging of Data
Under the new regulations, consumers also have the right to request that their data be purged; this is something unique that marketers need to be aware of. Many marketers are familiar with managing opt-in consent, which is already a default behaviour. But now, a consumer can request that all their data be purged from your records, and you need to be able to execute that request. Not all businesses have systems that allow for this or a procedure to execute should a request come in, so this is a crucial area to focus on.
Ideally, you have identified the person within your organization responsible for privacy (as that was part of the first Law 25 wave), so it’s good to engage that primary contact on matters relating to consumer data purging.
Reviewing CRM Marketing Strategies
Brand marketers can’t afford to sail unquestioningly in this uncharted territory. On top of that, they certainly don’t want to get hit with a fine for breaking the rules. Conduct a detailed audit of your current marketing CRM strategies and adjust them to align with Quebec Law 25. Look at every funnel that feeds data into your system. Have you clarified the requested data and how it will be used? Remember, don’t just look at one inbound data funnel; you need to look at everyone because anything missed poses some severe risk.
This is also an opportunity to examine your CRM marketing concerning user journeys. Following the data flow, you may find new ways to engage with customers or prospects.
Training and Development for Quebec Law 25
You wouldn’t send an untrained sailor to weather a storm, would you? Similarly, providing training and development to your marketing team about Quebec Law 25 is essential. It’s incredible how few people across Canada know this groundbreaking law is being enacted. Most businesses are still being prepared, even though the date has been known for a long time. (Then again, I’m sure all of us marketers crammed for school exams the night before, too!) In this case, waiting until the last minute or keeping your teams uninformed can have negative consequences. A little training on Law 25 can go a long way.
Need a Little Help?
Sometimes, you can be so close to your marketing and operations that you cannot zoom out to identify the gaps. This happens even more often when the rule book changes because something legitimate before is suddenly not allowed.
At Elite Digital, we have been helping brands and businesses prepare for Law 25. We can support you by performing a comprehensive audit to keep you on the right side of the new law while ensuring your marketing stays humming along. As Canada’s leading digital marketing agency, we are uniquely positioned to help you make any required changes while ensuring you can sleep well at night.
Conclusion
Say goodbye to the feeling of being adrift regarding Quebec Law 25. The law does bring changes, but it doesn’t have to be scary. Knowledge is power; the more you know, the better you can adapt. By understanding the intricacies of this law, implementing a data management plan, educating your team and with an agency like Elite Digital, marketers can not only comply with Quebec Law 25 but also leverage it to create marketing strategies that are both impactful and compliant. Change brings opportunity, so now is your moment to look at all your data and ensure you have your best foot forward!
