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ACMA Fines Cellarmaster Wines Following its Bulk E-mail Dispatch Practice

Government body ACMA i.e. Australian Communications and Media Authority recently ordered Cellarmaster Wines Pty Limited a wine distributor to pay a fine of $110,000 because it spammed its customers bulk e-mails, published mumbrella.com.au dated May 28, 2013.

It was during May-July 2012 that the spam mails were sent numbering over 3,000 in all.

Some of those unsolicited e-mails that canvassed the website of Cellarmaster Wines didn't have an opt-out system whereas the remaining that the wine distributor dispatched to consumers targeted those who could earlier opt for not receiving the business' e-mail promotions.

Actually according to the Spam Legislation, any marketing e-mail intended for dispatch must first have the recipient's permission as well as allow recipients for choosing not to get such e-mails further.

Chris Chapman, Chairman of ACMA stated that the above incident was simply one wherein certain company had failed to adequately abide by its obligations towards the Spam Act. Consequently, he added that Cellarmaster Wines was in dire problem with its clients, what to say of ACMA. Smh.com.au published this dated May 28, 2013.

Cellarmaster violated the Spam Law, therefore, ACMA said it had been fined that the company had complied with.

Remarking about the problem, an ACMA spokesperson stated that merely some more firms were hit with the identical penalty, like Virgin Australia and Tiger Airways as 2 recent instances. Adnews.com.au published this dated May 28, 2013.

Further, the spokesperson stated that the judgment meted out to Cellarmaster should make companies alert that they particularly exercised caution with the implementation of the opt-out mechanism.

Meanwhile, according to ACMA, Cellarmaster Wines was being investigated only now, and the authority lauded the company's quick action vis-à-vis the judgment.

Incidentally, ACMA has the capability of dragging investigations till up to any Federal Court incase the accused doesn't cooperate. Fines are established on the basis of the cooperation businesses offer during investigations as also the way they quickly settle outstanding problems.

Cellarmaster's instance comes close since ACMA's likewise order to Groupon an online retailer whom the agency warned against dispatching daily e-mails devoid of people's permission who participated within the retailer deals.

» SPAMfighter News - 31-05-2013

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