AFA launches digital legal guide following agency’s Spam Act breach

Just weeks after an agency was forced to pay the communications regulator $22,000 over spam texts, the Advertising Federation of Australia has launched a legal guide for agencies working within digital media.  

The AFA said the guide will aim to raise awareness of potential hazards and assist agencies by providing appropriate advice on legal compliance.

It covers areas including consumer protection laws, spam and privacy laws and digital content regulation. It will also highlight some legal challenges for game, mobile and viral marketing.

Earlier this month, “ideas agency” Tongue was fined $22,000 by the Australian Communications and Media Authority after arranging for spam mobile messages to be sent on behalf of client Coca Cola.