Virgin Blue fined $110K for email campaign

Virgin Blue has paid $110,000 in fines and has given the Australian Communications and Media Authority (ACMA) an undertaking committing to an assessment and overhaul of its email marketing systems after sending consumers unwanted emails.

in brief Virgin Blue has paid $110,000 in fines and has given the Australian Communications and Media Authority (ACMA) an undertaking committing to an assessment and overhaul of its email marketing systems after sending consumers unwanted emails.

Some consumers had continued to receive emails from the company although they had unsubscribed from the service.

"Businesses which market by email need to regularly test that the unsubscribe function in their messages is working properly," ACMA chairman Chris Chapman said in a statement. "The Spam Act requires that a request from a consumer to be unsubscribed from commercial emails must be addressed. No further commercial electronic messages are allowed to be sent to the consumer five working days after an unsubscribe request is made."

Virgin Blue will hire an independent third party to assess its email marketing processes, implement recommended changes, train employees, establish a complaints handling policy and audit 10 per cent of its email marketing campaigns monthly for a year.

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