Experts warn brands to rethink email marketing as Optus cops $500k fine for spamming customers

The industry is warning brands to think twice about the way they approach digital marketing after Optus received Australia’s second-largest infringement notice for spamming customers with email and SMS marketing messaging.

The SingTel-owned telco has paid a $504,000 fine after an Australian Communications and Media Authority (ACMA) investigation found the company breached spam laws by sending customers email and SMS marketing after they had unsubscribed. The activity occurred between 1 June and 4 December 2018.

In addition, the ACMA found Optus had sent billing notices that did not include an unsubscribe facility.

ACMA chair, Nerida O’Loughlin, said the fine send a hefty warning to marketers to listen to consumers and respect their choices. The regulatory found about 2 million breaches over the six-month period.

The regulator has accepted a court enforceable undertaking from Optus to ensure its future compliance with Australia’s Spam

Article source: https://www.cmo.com.au/article/670658/optus-apologises-after-copping-500k-fine-spamming-customers/