Late last year, ACMA, the Spam Regulator, sent out a very clear message that it was not enough to rely on the say so of a list seller; a business must carry out its due diligence before sending emails to purchased email addresses. AUSvance LLC was investigated and fined more than $10,200 by ACMA for sending emails to names on a purchased list despite the list seller claiming that it was “opt in” and “verified”.

ACMA has a great blog flagging up topical legal issues in email marketing. This one contains some useful pointers to ask before purchasing an e-marketing list.

Counsel on Demand runs legal seminars for businesses reliant on email marketing.