A Guide to New Zealand's Unsolicited Electronic Messages Act<\/title>\n<meta name=\"description\" content=\"A practical guide to New Zealand's anti-spam law: what counts as a commercial message, the consent rules, and how to send compliant campaigns.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.constantcontact.com\/blog\/unsolicited-electronic-messages-act-nz\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Guide to New Zealand's Unsolicited Electronic Messages Act\" \/>\n<meta property=\"og:description\" content=\"A practical guide to New Zealand's anti-spam law: what counts as a commercial message, the consent rules, and how to send compliant campaigns.\" \/>\n<meta property=\"og:url\" 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{"id":173848,"date":"2026-09-23T09:30:00","date_gmt":"2026-09-23T13:30:00","guid":{"rendered":"https:\/\/www.constantcontact.com\/blog\/?p=173848"},"modified":"2026-09-18T18:11:26","modified_gmt":"2026-09-18T22:11:26","slug":"unsolicited-electronic-messages-act-nz","status":"publish","type":"post","link":"https:\/\/www.constantcontact.com\/blog\/unsolicited-electronic-messages-act-nz\/","title":{"rendered":"New Zealand’s Anti-Spam Law: The Unsolicited Electronic Messages Act for Marketers"},"content":{"rendered":"\n

The Unsolicited Electronic Messages Act 2007<\/strong> is New Zealand’s anti-spam law, and it covers the marketing email and text messages you send.<\/li>\n\n\n\n
Every commercial message needs consent, accurate sender details, and a working unsubscribe<\/strong>, which are the three core obligations.<\/li>\n\n\n\n
You’ll need to action opt-out requests within five working days<\/strong> and keep your contact information current, or you risk breaching the Act.<\/li>\n\n\n\n
Watch that you don’t confuse these rules with the Privacy Act 2020<\/strong>, which is a separate law about handling personal information.<\/li>\n<\/ul>\n\n\n\n
The Unsolicited Electronic Messages Act 2007, or UEMA, is New Zealand’s anti-spam law that governs commercial email and text messages with a New Zealand link. In plain terms, it sets the rules for how you can market to people’s inboxes and mobiles.<\/p>\n\n\n\n
If you run a small business or a charity here, these rules apply the moment you send a promotion. For most senders, compliance comes down to three repeatable habits: recording consent, identifying yourself, and processing unsubscribes on time.<\/p>\n\n\n\n
Below, we’ll cover what counts as a commercial message and the types of consent. We’ll also explain the three obligations, the penalties, best practices, common mistakes, and how UEMA differs from the Privacy Act 2020 and Australia’s Spam Act 2003.<\/p>\n\n\n\n
What is the Unsolicited Electronic Messages Act 2007?<\/h2>\n\n\n\n
A commercial electronic message promotes or advertises goods, services, land, or a business. The Unsolicited Electronic Messages Act 2007<\/a> bans sending an unsolicited commercial electronic message that has a New Zealand link. A New Zealand link simply means the message is sent from, or received in, New Zealand.<\/p>\n\n\n\n
Here are the key parts of the Act to know:<\/p>\n\n\n\n
\n
Commercial electronic message:<\/strong> This is any email, text, or instant message that promotes your products, services, or organisation.<\/li>\n\n\n\n
New Zealand link:<\/strong> This exists when a message is sent from or received in New Zealand, which is what brings it under the Act.<\/li>\n\n\n\n
Consent:<\/strong> You need permission before you send, and it can be express, inferred, or deemed.<\/li>\n\n\n\n
Sender identification:<\/strong> Every message must clearly say who you are and how to reach you.<\/li>\n\n\n\n
Unsubscribe facility:<\/strong> Each message needs a working, free way to opt out.<\/li>\n\n\n\n
What it doesn’t cover:<\/strong> The Act applies to email, fax, instant messaging, and mobile text, but not internet pop-ups or voice telemarketing.<\/li>\n<\/ul>\n\n\n\nBecause the Act covers mobile text as well as email, your SMS marketing<\/a> has to meet the same consent and unsubscribe rules. A platform like Constant Contact treats email and SMS under one permission-based system, so you can apply the same consent record to both channels.<\/p>\n\n\n\n
That matters more than ever for small businesses. Constant Contact’s Q1 2026 Small Business Now report<\/a> found that 41% of small business owners expect email marketing to be their most valuable channel this year. If email is your top channel, clean and compliant sending helps you avoid complaints and keep reaching your audience.<\/p>\n\n\n\n
Understanding consent is where compliance starts, so that’s up next.<\/p>\n\n\n\n
Types of consent under the Act<\/h2>\n\n\n\n
Consent is the foundation of the Act, and the sender carries the onus of proof. But how do you prove someone actually agreed? Showing how and when a person opted in is the heart of permission-based email marketing<\/a>.<\/p>\n\n\n\n
There are three types of consent, and each one fits a different situation.<\/p>\n\n\n\n
Express consent<\/h3>\n\n\n\n
Express consent is a direct, active okay to receive your messages. Someone ticks a box, fills in a form, or tells you in writing that they want your emails.<\/p>\n\n\n\n
This is the strongest and clearest form of consent, and it’s the type that most often supports healthy list growth for small businesses. You can capture and record it with sign-up forms and list-building tools<\/a>, which keep a tidy record of who opted in and when.<\/p>\n\n\n\n
Here are some example scenarios:<\/p>\n\n\n\n
\n
A café visitor enters her email on a sign-up form to join your weekly specials list.<\/li>\n\n\n\n
A supporter ticks a box on your donation page to receive campaign updates.<\/li>\n<\/ul>\n\n\n\n
Inferred consent<\/h3>\n\n\n\n
If someone already knows your business, you may be able to rely on inferred consent. It comes from an existing relationship, where a person could reasonably expect to hear from you.<\/p>\n\n\n\n
It usually applies when someone is already a customer or member and your message relates to that connection. Don’t stretch it to cover people who simply enquired once or handed you a card at an event.<\/p>\n\n\n\n
Here are some example situations:<\/p>\n\n\n\n
\n
A regular client who books monthly appointments gets an email about a change to your opening hours.<\/li>\n\n\n\n
A paying gym member receives a note about a new class on the timetable.<\/li>\n<\/ul>\n\n\n\n
Deemed consent<\/h3>\n\n\n\n
If someone publicly lists a work address, you may have deemed consent in limited cases. This applies when a person conspicuously publishes a business address without saying they don’t want unsolicited messages.<\/p>\n\n\n\n
Two conditions matter here. The message must relate to the person’s role or functions, and deemed consent doesn’t apply if the publication says no unsolicited messages, please.<\/p>\n\n\n\n
Here are some example cases:<\/p>\n\n\n\n
\n
A shop owner emails a wholesale supplier, whose ordering address is published online, about a relevant trade offer.<\/li>\n\n\n\n
You email a restaurant group’s publicly listed purchasing address about wholesale packaging it regularly orders.<\/li>\n<\/ul>\n\n\n\n
How to send compliant marketing messages in New Zealand<\/h2>\n\n\n\n
Splitting the rules into consent, sender identification, and unsubscribe requirements makes the Act easier to follow in day-to-day sending. Constant Contact’s Small Business Now report<\/a> found that 64% of small businesses put off email marketing because of a lack of time or knowledge. Breaking compliance into three clear steps takes the mystery out of it.<\/p>\n\n\n\n
Step 1: Get consent before you send<\/h3>\n\n\n\n
First things first: collect express, inferred, or deemed consent before anyone lands on your list. Keep a record of it, because the onus of proof sits with you as the sender.<\/p>\n\n\n\n
If a regulator ever asks, you’ll need to show how and when someone agreed. A good habit is to build your email list<\/a> through opt-in forms rather than adding contacts by hand. Constant Contact’s forms store each contact’s signup source and timestamp, which gives you ready proof of consent.<\/p>\n\n\n\n
Step 2: Identify your business in every message<\/h3>\n\n\n\n
Once consent is sorted, the next job is making your identity obvious in every send. Every commercial message must clearly identify you as the sender and include accurate contact details, even when a third party sends on your behalf.<\/p>\n\n\n\n
Recipients should be able to tell who the message is from and how to reach you. Clear identification helps people recognise your business and meets the Act’s sender-information requirement.<\/p>\n\n\n\n
Keep those sender details accurate and monitored after you send, not just on the day it goes out.<\/p>\n\n\n\n
Step 3: Include a working unsubscribe<\/h3>\n\n\n\n
Give people a free, easy way to opt out using the same channel you reached them on. The Department of Internal Affairs (DIA) sets out three steps to avoid spamming<\/a>, and you must honour a request to unsubscribe within five working days.<\/p>\n\n\n\n
Losing a subscriber never feels great, but a smooth opt-out reduces the chance of spam complaints and helps protect your sender reputation. An email platform can handle this for you, so email marketing automation<\/a> can add an unsubscribe link to every send and clear opt-outs automatically.<\/p>\n\n\n\n
Automating this step means you’ll never miss a deadline or leave a recipient waiting.<\/p>\n\n\n\n
Key compliance rules for New Zealand businesses<\/h2>\n\n\n\n
Two laws sit at the centre of your marketing compliance in New Zealand. One governs your messages, and the other governs the personal information behind them, so most businesses need to meet both.<\/p>\n\n\n\n
What the Department of Internal Affairs enforces<\/h3>\n\n\n\n
So what happens if you get this wrong? The DIA investigates spam complaints and can take action against businesses that break the Act. According to the Department of Internal Affairs<\/a>, failure to comply could mean a fine of up to $500,000.<\/p>\n\n\n\n
Those penalties usually follow repeat or deliberate breaches, not an honest one-off slip. Still, the size of the fine shows how seriously New Zealand treats unsolicited messages.<\/p>\n\n\n\n
Your consent and unsubscribe records are your best defence if a complaint ever lands.<\/p>\n\n\n\n
How the Privacy Act 2020 fits alongside the Act<\/h3>\n\n\n\n
The Privacy Act 2020 is a separate law that governs how you collect, store, and use personal information. It sits alongside UEMA rather than replacing it, so most businesses need to meet both.<\/p>\n\n\n\n
According to the Office of the Privacy Commissioner<\/a> (OPC), the Privacy Act 2020 came into force on 01\/12\/2020. It replaced the Privacy Act 1993, applies to every New Zealand business with no small-business exemption, and requires you to notify serious breaches.<\/p>\n\n\n\n
This is different from Australia’s Spam Act 2003, which is a separate country’s law, so don’t assume Australian guidance covers you here in Aotearoa. Meeting both laws keeps your data practices and your messaging above board.<\/p>\n\n\n\n
Unsolicited Electronic Messages Act best practices<\/h2>\n\n\n\n
The businesses that stay compliant treat these as everyday habits rather than one-off tasks.<\/p>\n\n\n\n
\n
Get express consent where you can:<\/strong> A clear opt-in is the safest ground, so make it your default.<\/li>\n\n\n\n
Keep consent records:<\/strong> Note how and when each contact agreed, so you can prove it later.<\/li>\n\n\n\n
Use double opt-in:<\/strong> A confirmation click keeps your list cleaner and your permission records more reliable.<\/li>\n\n\n\n
Send only to engaged contacts:<\/strong> People who open and click are the ones who genuinely want to hear from you.<\/li>\n\n\n\n
Keep sender details current:<\/strong> Update your business name, address, and reply option whenever they change.<\/li>\n\n\n\n
Make unsubscribing effortless:<\/strong> One obvious link beats a buried, multi-step process every time.<\/li>\n\n\n\n
Never buy or harvest lists:<\/strong> Purchased and scraped addresses breach the Act and wreck your reputation.<\/li>\n\n\n\n
Separate marketing from transactional messages:<\/strong> A receipt isn’t a promotion, so keep the two clearly apart.<\/li>\n\n\n\n
Review your lists regularly:<\/strong> Good email list management<\/a> means removing dead addresses and honouring every opt-out.<\/li>\n<\/ul>\n\n\n\n
Build these into your workflow once, and routine tasks like collecting consent and honouring opt-outs become far easier to manage.<\/p>\n\n\n\n
Common Unsolicited Electronic Messages Act mistakes<\/h2>\n\n\n\n
Ever imported an old list and just hoped it counted as consent? It happens to the best of us, and imported lists are one of the most common sources of consent gaps for small business senders.<\/p>\n\n\n\n
\n
The mistake:<\/strong> You assume an old contact list still counts as consent.<\/li>\n\n\n\n
How to fix it:<\/strong> Re-confirm permission before you send, or remove contacts you can’t verify.<\/li>\n<\/ul>\n\n\n\n
\n
The mistake:<\/strong> You leave the unsubscribe link out of a one-off promotion.<\/li>\n\n\n\n
How to fix it:<\/strong> Add a working opt-out to every commercial message, even a single blast.<\/li>\n<\/ul>\n\n\n\n
\n
The mistake:<\/strong> You take too long to action opt-out requests.<\/li>\n\n\n\n
How to fix it:<\/strong> Process every unsubscribe within five working days, and automate it where you can.<\/li>\n<\/ul>\n\n\n\n
\n
The mistake:<\/strong> You send with missing or out-of-date sender details.<\/li>\n\n\n\n
How to fix it:<\/strong> Check your business name and contact information before each send.<\/li>\n<\/ul>\n\n\n\n
\n
The mistake:<\/strong> You treat deemed consent as a licence to email anyone.<\/li>\n\n\n\n
How to fix it:<\/strong> Only use a published address for messages that relate to that person’s role.<\/li>\n<\/ul>\n\n\n\n
\n
The mistake:<\/strong> You buy a contact list to grow faster.<\/li>\n\n\n\n
How to fix it:<\/strong> Grow your list with opt-in forms so every contact has agreed to hear from you.<\/li>\n<\/ul>\n\n\n\n
Staying compliant while you grow<\/h2>\n\n\n\n
Staying compliant really comes down to three things: get consent, identify yourself, and offer a working unsubscribe. Build those habits early and they’ll scale with you as your list grows.<\/p>\n\n\n\n
The same rules apply whether you’re a Wellington café or a community group, so charity email marketing<\/a> needs consent and opt-outs too.<\/p>\n\n\n\n
Your next step is to set up compliant sending on a platform that handles the details for you. You can try Constant Contact free for 30 days<\/a> and start building a permission-based list from day one.<\/p>\n\n\n\n
FAQs<\/h2>\n\n\n\n
Does the Act apply to text messages as well as email?<\/h3>\n\n\n\n
Text messages count too, alongside instant messages and faxes, not just email. Any marketing text with a New Zealand link needs consent, sender details, and an opt-out.<\/p>\n\n\n\n
Are transactional messages like receipts covered by the Act?<\/h3>\n\n\n\n
Not always. Purely transactional messages such as receipts or booking confirmations aren’t treated as commercial electronic messages. The rules kick in once a message promotes your products, services, or organisation.<\/p>\n\n\n\n
Do I need consent for people who are already on my list?<\/h3>\n\n\n\n
Even existing contacts need a valid form of consent. If you can’t show how someone agreed, re-confirm their permission before you send again.<\/p>\n\n\n\n
Does the Act apply to charities?<\/h3>\n\n\n\n
Charities and other community organisations are covered too when they send commercial or fundraising messages. Registration with Charities Services doesn’t exempt you from consent and unsubscribe obligations.<\/p>\n\n\n\n
How is the Act different from Australia’s Spam Act 2003?<\/h3>\n\n\n\n
The key difference is jurisdiction: New Zealand’s Act applies to messages with a New Zealand link. Following Australian guidance won’t make you compliant here.<\/p>\n<\/body><\/html>\n","protected":false},"excerpt":{"rendered":"
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Does the Act apply to text messages as well as email?<\/h3>\n\n\n\nText messages count too, alongside instant messages and faxes, not just email. Any marketing text with a New Zealand link needs consent, sender details, and an opt-out.<\/p>\n\n\n\n

Do I need consent for people who are already on my list?<\/h3>\n\n\n\nEven existing contacts need a valid form of consent. If you can’t show how someone agreed, re-confirm their permission before you send again.<\/p>\n\n\n\n

Does the Act apply to charities?<\/h3>\n\n\n\nCharities and other community organisations are covered too when they send commercial or fundraising messages. Registration with Charities Services doesn’t exempt you from consent and unsubscribe obligations.<\/p>\n\n\n\n

Does the Act apply to text messages as well as email?<\/h3>\n\n\n\n
Text messages count too, alongside instant messages and faxes, not just email. Any marketing text with a New Zealand link needs consent, sender details, and an opt-out.<\/p>\n\n\n\n

Do I need consent for people who are already on my list?<\/h3>\n\n\n\n
Even existing contacts need a valid form of consent. If you can’t show how someone agreed, re-confirm their permission before you send again.<\/p>\n\n\n\n

Does the Act apply to charities?<\/h3>\n\n\n\n
Charities and other community organisations are covered too when they send commercial or fundraising messages. Registration with Charities Services doesn’t exempt you from consent and unsubscribe obligations.<\/p>\n\n\n\n