If a business obtains information about its customers in the course of providing them with goods and services, can it use that information for marketing purposes?

View printable version of this page

Yes. But if the business is subject to the NPPs, it must stop sending marketing offers if the customer asks it to. If the business is using email or SMS to communicate with its customers, it must obtain their 'opt-in' consent. See NPP 2.1(c). For more information about the coverage of the NPPs, click here Information Sheet 12.

Example: A restaurant uses customer information it collects when making home deliveries for marketing purposes. The restaurant can continue to do this. But if the customer asks not to receive any more marketing material, the restaurant must stop sending it. See NPP 2.1(a) and NPP 2.1(c).

Example: A business uses customer information to mail out a business newsletter to clients. The business can do this. But if the customer asks to be taken off the mailing list, the business must take them off. See NPP 2.1(a). For more information about all the NPPs, see: http://www.privacy.gov.au/business/small/bizguide.html or http://www.privacy.gov.au/business/guidelines/index.html#3.2.