Lululemon Athletica Australia Pty Ltd (Lululemon) has paid a $702,900 penalty after being found by the Australian Communications and Media Authority (ACMA) to have sent more than 370,000 emails which included commercial content, that did not contain an unsubscribe mechanism.
ACMA found that between 1 December 2024 and 5 January 2025, Lululemon mischaracterised service messages, including delivery and order confirmation emails, that also had a clear marketing purpose.
ACMA found that Lululemon infringed Spam Act requirements by sending service emails, such as shipping updates, while those emails also contained sales material and direct links to promotions.
ACMA found that hundreds of thousands of these marketing emails were sent without the required unsubscribe mechanism.
In addition to the financial penalty, Lululemon has entered into a court enforceable undertaking in which it agreed to:
- an independent review of its Spam Act compliance; and
- regularly report to the ACMA on the implementation of recommended improvements.
ACMA Guidance
In 2024, ACMA issued best practice guidance to help businesses comply with Spam Act requirements:
- Use express consent based on clear terms and conditions that are readily accessible to consumers at the point consent is obtained and not hidden away in fine print, lengthy privacy policies or that require multiple click-throughs to find.
- Use consent terms and conditions that cover:
- what it is for (including for what types of products and marketing channels).
- who will use it (including affiliates and partners).
- how long it will be used.
- how it can be withdrawn.
- Consider using a double opt-in when obtaining consent, such as an email confirmation that consent has been given, possibly with the confirmatory email providing a click-through link or other reference to a ‘manage user preferences’ page.
- Consider carefully whether to rely upon the use of inferred consent, for example, use it only where there is a clear, current or ongoing relationship with the individual and the goods or services being marketed are directly related to that relationship.
- Have easy to use unsubscribe facilities in all commercial electronic messages.
- Action unsubscribe requests as quickly as practicable, and always within a maximum of 5 business days.
- Ensure that when an individual wants to unsubscribe, they are given a straightforward option of unsubscribing from all marketing messages (not only some).
Examples that may not meet ACMA’s expectations
ACMA also provided guidance on conduct that may not meet ACMA’s expectations:
- Do not place contact details on marketing lists or marketing databases without consent (for example, if a consumer visits a website or sends an email to a business it is unlikely to constitute consent to inclusion on a marketing list or in a marketing database).
- Do not use consent that is old, where a consumer would not expect it to still apply (for example, consent to receive telemarketing that is more than 3 months old becomes stale unless a consumer has agreed to a longer period under terms and conditions).
- Do not require consumers to log-in to accounts or provide personal information to unsubscribe (except where it is the electronic address to which the commercial electronic message was sent, or the consumer has agreed to clear terms and conditions requiring the log-in).
- Do not use pre-checked tick boxes on forms.
- Do not use bundled consent (bundled consent is where a single request for consent is to be used for multiple purposes that does not allow a choice about each purpose).
- Do not charge consumers to unsubscribe (other than the routine cost of a message such as SMS).
- Do not provide an unsubscribe facility in a message that only allows a consumer to unsubscribe from some types of marketing messages from the business, unless a universal unsubscribe is also provided and it is very clear what each option does.
- Do not continue to send marketing messages after an unsubscribe request is received on the basis that someone else is using the email address or phone number (the unsubscribe request applies to the address regardless of who may be using it).
- Do not re-contact consumers who have unsubscribed to encourage them to re‑subscribe, unless they have subsequently given their consent to do so.
ACMA is very active with its recent compliance and enforcement efforts. This is the fifth enforcement action that ACMA has undertaken in the last 18 months resulting in total fines of over $6.7 million.
Please reach out if you need assistance navigating Spam Act requirements
While the above guidance from ACMA is useful as a general guide, the Long Saad Woodbrige Automotive Team is well placed to assist you carefully navigate Spam Act requirements to ensure your marketing and service messages comply.
Please do not hesitate to reach out to us should you require any assistance.