Double opt-in helps marketers | ACMA

Double opt-in helps marketers

The Australian Communications and Media Authority has accepted an enforceable undertaking from Mr Alex Shehata trading as Australian Advertising & Marketing Network, after an investigation found he sent unsolicited marketing emails promoting his online printing business. The Spam Act requires all commercial electronic messages to be sent with the consent of the recipient.

Mr Shehata has undertaken to stop sending marketing messages until he adopts a ‘double opt-in’ process. This is a is a two stage system where a consumer opts-in to receiving emails and then confirms that they wish to receive marketing messages, usually by responding to a message. ‘Double opt-in’ can be a useful tool for businesses, as it provides assurance that potential customers really do want to receive their messages.

If you receive a marketing email that you think may not comply with the Spam Act, you can report it to the ACMA by forwarding the message to You can forward SMS spam to the Spam SMS service on 0429 999 888.

For more information or to arrange an interview, please contact: Blake Murdoch on (02) 9334 7817, 0434 567 391 or

Media release 27/2014 - 22 May

Last updated: 10 October 2016