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New figures from the ACMA in 2022-23 revealed that Australian telecommunications providers received over one million complaints when it comes to unsolicited communications, marking a 2.3% increase compared to the previous year. The overarching purpose of the research was to provide an evidence base to inform the ACMA’s compliance priority of enforcing e-marketing unsubscribe rules amongst businesses.
This multi-phased project included qualitative and quantitative research, with the latter including both a Computer Assisted Telephone Interviewing (CATI) and online component, with the option offered for in-language CATI surveys. We conducted approximately n=500 online and n=500 CATI interviews, ensuring that we spoke to a range of different business sizes and industries. A cognitive testing phase was also undertaken for this survey to examine not just the flow and logic of the questionnaire, but also to assess the degree of correct cognition surrounding the questions posed, ultimately to ensure that the survey instrument was suitable.
Our findings have equipped ACMA with a robust evidence base on which to develop future education and compliance initiatives across the target cohort. Of note, the study showed many small to medium business operators had a poor understanding of what constituted unsolicited digital marketing under the relevant legislation, with non-compliant behaviours often a result of a lack of understanding as opposed to purposeful disregard of the law.
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