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Government warns users of marketing lists

27 March 2014 Steven Cross

The Australian Communications and Media Authority (ACMA) has issued a warning to businesses that may be using lists of purchased names for marketing purposes.

According to the government body, even after alerting many industries, ACMA investigations have shown that businesses are still being caught out.

“If you purchase a marketing list, you need to make sure that the consumers have given their permission to receive marketing messages from third parties,” the statement reads.

“Your business also needs to be able to demonstrate that consent exists, in the event that the ACMA investigates a complaint about your marketing practices.”


ACMA warned that assurance from a ‘marketing list broker’ that the names are opt-in does not count as demonstrating consent.

“How did the subscribers opt in to the list? If they filled in a form or entered a competition, ask for a sample so you can see exactly what fields they were asked to complete," the statement read.

“Ask to see any terms and conditions, and clarify what they were told when they signed up and if the consent specifically includes third parties.”

The government body also suggests questioning how old the list it.

“If they gave their information to the list broker years ago, will they really still be expecting to receive marketing messages?”

Purchasing a marketing list without asking the right questions puts your business’ reputation at risk and leaves you in danger of not complying with the Spam Act.

Government warns users of marketing lists
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