All countries / Australia
Is B2B cold email legal in Australia?
Only in specific cases when you write to a named person at a company. The same applies to generic addresses such as info@.
Named person at a company
jane.doe@company.com.au
Only in specific cases
Generic company address
info@company.com.au
Only in specific cases
Sole trader or personal mailbox
jane@gmail.com
Only in specific cases
The Spam Act requires consent, express or inferred. A published address alone is not consent. Consent is taken to exist only when a work address is conspicuously published, carries no statement that unsolicited commercial messages are unwanted, and your message is relevant to that person's work, role or function.
What you have to do
- Check that the address is conspicuously published and has no "no unsolicited messages" statement next to it
- Make sure the message is relevant to the work-related business, functions or duties of the person, role or position
- Identify yourself with correct contact details
- Include a clear, free unsubscribe and honour it within 5 working days
The same exception covers self-employed individuals whose address is conspicuously published.
ACMA calls express consent best practice and puts the burden of proving consent on the sender.
Checked against the law or regulator ยท checked 2026-10-10