Virgin Blue fined and overhauls email marketing practices

Virgin Blue has agreed to overhaul its email marketing practices following allegations that the company ignored recipients' attempts to unsubscribe from its mailing list.

Australian Communications and Media Authority (ACMA) began investigating "alleged breaches of the Spam Act" by Virgin Blue on 19 November 2009 after receiving complaints from members of the public.

The Act requires companies to comply with a consumer's request to be unsubscribed from commercial emails within five working days.

The airline has been fined $110,000.

Virgin Blue has promised to pay ACMA the $110,000.

The company agreed to conduct monthly audits of 10 percent of its email marketing campaigns for 12 months, commencing this month, to monitor its compliance with the Spam Act.

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