CMO: Spam Act needs to keep pace with marketing campaigns: Industry

Published in CMO, by Hamish Barwick, 16 December, 2013

The Spam Act, which celebrates its 10th anniversary this December, needs to keep up with innovations in marketing if it is to remain successful and relevant, according to the Australian Data-driven Marketing Association (ADMA) and the Interactive Advertising Bureau (IAB).

The Spam Act came into law on 12 December 2003 and regulates the sending of marketing emails, SMS and instant messages. As part of its introduction, it became compulsory for consumers who receive marketing communications to be given the option to opt out.

According to the Australian Communications and Media Authority, the act has helped reduce the amount of spam over the years. However, ADMA CEO Jodie Sangster told CMO that the legislation needs to keep pace with the changing dynamic of email marketing and emergence of new campaigns such as 'refer a friend' online campaigns.

"Technology has changed the way we do things and you're applying a piece of legislation from 10 years ago to something quite new," she said.

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