Home topics technology social-media-marketing-social-media Image credit: JESHOOTS.COM Marketing Marketing News Marketing Australia’s new email legislation and why it is actually a good thing for businesses Guy Hanson April 29, 2021 If you’re a marketer or a business sending email communications to your database, then it’s critical you have a simple ‘unsubscribe’ function. While this may have been a bit of a grey area before, it’s been made very clear in the recently amended Spam Regulations 2021 Act , which was updated on 1 April 2021. The amendments state that businesses can’t request that subscribers provide personal information or force them to log into or create an account when they want to unsubscribe from a mailing list. Instead, when someone wants to unsubscribe – it must be a simple and straightforward process. The aim of the new law is to provide greater clarity for businesses and consumers and is a result of customers complaining in large numbers that businesses have been making it more difficult to unsubscribe from unwanted emails. Globally, a whopping 300 billion emails were sent and received every day in 2020 alone, so it’s easy to understand why receiving countless irrelevant emails is a pain point for some people. The updated regulations aren’t to be taken lightly, with businesses found to not be complying facing substantial financial penalties – upwards of six figures based on recent cautionary tales. While some senders may see these new laws as another hurdle to overcome in the already crowded world of email