Lululemon's A$702,900 Spam Fine Is a Warning to Every Email Marketer Hiding Promotions in Order Confirmations

Sun, 14 Jun 2026 08:00:00 +0000

The fine arrived in March 2026, and for many email marketing teams it landed with the quiet weight of a case study they already recognized. Lululemon Athletica Australia paid A$702,900 to Australia’s communications regulator, the ACMA, after sending more than 370,000 emails that carried commercial content without an unsubscribe link.

The emails in question were not newsletters or promotional blasts. They were order confirmations, shipping notifications, and delivery updates – messages that most marketing operations teams would classify as transactional and move on from. But they also contained promotional links and sales material. That combination is what triggered the penalty.

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Lululemon's A$702,900 Spam Fine Is a Warning to Every Email Marketer Hiding Promotions in Order Confirmations