Getting your ‘fax’ right | ACMA


08 March, 2013 04:05 PM


Getting your ‘fax’ right

By Editor

As a reader of this blog, you know that marketing can make or break your business reputation. But did you also know that the Do Not Call Register Act 2006 applies to both telemarketing calls and fax marketing? When running a fax marketing campaign, make sure you-and any company you contract to provide fax marketing services—take the right line by observing a few basic principles.

Keep it clean

When you give the register operator your contact list, they'll check your numbers against the register and send you a washed list that is valid for 30 days. Sending unsolicited marketing faxes to numbers listed on the register could land you in hot water. Think about the damage to your reputation if you annoy people who've specifically opted out of receiving unsolicited faxes. Try setting a monthly diary reminder to make sure your list is up to date.

Get consent

If you want to fax people whose numbers are on the register, then you'll need their consent. In some circumstances, you may be able to infer consent where you have an existing business relationship. But to minimise complaints and be absolutely sure that you're targeting people likely to be receptive to your offers, it's best to seek express consent. This means the recipient has told you directly that they want to receive your marketing faxes.

Maintain high standards

To be a responsible fax marketer, you should:

  • Only send faxes between 9 am and 8 pm on a weekday, between 9 am and 5 pm on a Saturday, and not at all on Sundays and public holidays.
  • Include your name, ABN or equivalent, full address and contact details, and the fax's intended destination. It's good practice to put all this on the front page of your fax and make it large enough to be easily read.
  • Make it easy for people to opt out and action requests quickly (no later than seven days after you get them).