New Laws Could Significantly Affect Australian Marketers

On October 9th this year the Australian Senate is set to debate a proposal, which means all direct marketing, would require an opt-out ability. Samuel Junghenn founder of Online Marketing Agency Think Big Online says this would significantly affect all business owners.

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(PRWEB) October 07, 2012

On October 9th this year the Australian Senate is set to debate a proposal, which means all direct marketing, would require an opt-out ability. Samuel Junghenn founder of Online Marketing Agency Think Big Online says this would significantly affect all business owners.

“The new rules being considered by the Senate would mean that all direct marketing would require an opt out, this includes social media, otherwise businesses could pay fines of up to $1.1 million for breaking the rules. The major change here would be the loss of personalization in the direct marketing process, which is a major part of improving conversion.” Said Mr Junghenn

Jodie Sangster, CEO of the Association for Data-Driven Marketing and Advertising, said: “This law will have significant implications on how organisations can use personal information for marketing purposes in the future, placing restrictions on the ability for companies to engage customers through channels such as online, mobile and social media.”

In a statement about the new proposed laws the ADMA warned that the proposed law would force Australian businesses to revert back to mass communication and make it harder to tailor marketing to the individual.

“I’m all for giving consumers protection and choice and it seems as if these proposed changes should increase that protection. A problem with this law though is that businesses would revert back to mass communication, which would mean an increase in marketing messages for consumers.” Said Mr Junghenn


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