ACMA has issued $110,000 in infringement notices to Optus Networks Pty Ltd for allegedly sending SMS messages without accurate sender identification, breaching the Spam Act 2003.
It seems that Optus pumped out 20,000 messages promoting its OptusZoo entertainment service, but didn’t identify itself as the responsible sender. Instead, it just quoted sender identification ‘966’. Recipients were apparently expected to work out that this meant ‘Zoo’ in keypad speak. Of course, it could also mean ‘Yom’, ‘Zom’ or ‘Xon’.
According to ACMA, Optus has paid the penalty and advised that new compliance measures have been implemented that will ensure accurate sender identification is included in all future commercial electronic messages.
More comment soon.
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