A big tick for consent | ACMA


08 August, 2012 01:50 PM


A big tick for consent

By Editor

We often receive complaints like this from consumers who have filled in an enquiry form only to find that they subsequently start to receive marketing messages. One thing we’ve learnt is that consumers don’t like it. Not one little bit.

We know that it’s a competitive marketplace out there and that businesses need to generate interest in their brand. But there’s no reason you can’t be upfront with people about what you want to do. Put yourself into the shoes of your potential customers. How would you react to a marketing message from a company you’d contacted? Would you expect to receive marketing messages from them? Remember the mantra: ‘Successful e-marketing … it’s about reputation’—putting every email address or mobile phone number that comes your way into your marketing list may not be the best way to keep that reputation intact.

If you want to impress potential clients, get their express consent by including a tick box on your enquiry form for them to opt in to your marketing.

An opt-in tick box has a number of potential benefits for your business:

  • It generates good will by showing that you’re giving people choice
  • If worded clearly, it takes the guess work out of whether or not you have consent to send your marketing messages. This means that potential customers will have an expectation of how you are going to market to them.

If you already use, or intend to use, a tick box on your enquiry form, then you should make sure that:

  • the wording makes it clear to consumers that you will market to them if they do tick the box
  • the box is NOT PRE-TICKED—consumers need to be able to opt-in. It should also be captured in some way so that you have records of how and when the box was ticked.

So remember, it’s important to be upfront with people about the fact you want to market to them and how you intend to do it. Consumers will have a far better opinion of your business if you don’t surprise them with marketing messages they didn’t ask for.