Final answer:
To send a CEM to a referral, you must have either express or implied consent, the latter of which could come from an existing relationship between the referrer, the sender, and the recipient.
Step-by-step explanation:
To send a Commercial Electronic Message (CEM) to a referral, there are specific conditions that must be met under anti-spam legislation. One of the key legislations governing this is Canada's Anti-Spam Legislation (CASL). CASL requires that the sender has either express or implied consent to send a CEM. Express consent means that the person has clearly agreed to receive the message, which can include ticking a box on a website, filling out a form to receive newsletters, or responding to a direct request. Implied consent can occur in various circumstances, such as having an existing business relationship or non-business relationship, or if the recipient has conspicuously published their email without a statement that they do not wish to receive unsolicited messages and the content is relevant to their business role. A referral by itself does not necessarily provide consent, but if the referral was provided by someone who has an existing relationship with both the sender and the recipient, it could be considered implied consent.