Sender identification | ACMA

Sender identification

Any commercial electronic message you send must accurately identify you, as the person or organisation that authorised the sending of the message. If this condition is not met, the message is classified as spam.

This information must remain correct and valid for at least 30 days after the message is sent.

Every commercial electronic message you send must:

  • clearly and accurately identify the individual or organisation who authorised the sending of the message. For example if your organisation gets a third party to send out messages on its behalf, the message must clearly identify the organisation on whose behalf the message is being sent—the correct legal name of the organisation or individual, and an Australian Business Number, where applicable.
  • include accurate information about how the recipient can contact your organisation, or you as an individual sender.

More helpful resources:

All about spam

Ensuring you don’t spam


Inferred consent 

Mandatory unsubscribe

Last updated: 17 December 2012