Lululemon Fined More Than $700,000 for Sending Emails That Violate Spam Laws

Lululemon has paid a $702,900 fine for sending hundreds of thousands of emails that customers had no way of unsubscribing from.

This comes after the Australian Communications and Media Authority (ACMA) launched an investigation against the companies over violations against the country’s spam laws.

Lululemon Pays Fine Over Emails

According to a report by 9News, not all of the emails that Lululemon sent between December 1, 2024, and January 5, 2025, were marketing or promotional in nature.

“In this case Lululemon sent service emails such as shipping updates that also contained sales material and direct links to promotions,” ACMA member Samantha Yorke said in a statement.

Yorke added, “This was an easily avoidable error that has led to hundreds of thousands of marketing emails being sent without a way for people to opt out.”

A spokesperson for Lululemon has also released a statement on the issue, according to ABC News.

“We take this responsibility very seriously and have worked cooperatively with the Australian Communications and Media Authority (ACMA) to address their findings,” the Lululemon spokesperson said.

“We have completed a thorough review of our practices for communicating with our guests and have made updates to our standard guest journey emails, including our order confirmation and delivery notifications to ensure ongoing compliance,” the spokesperson assured.

What Australian Law Requires

Spam laws in Australia require businesses to include the option to unsubscribe from marketing and promotional emails and texts.

In addition to the fine for violating Australian laws, Lululemon has also agreed to enter into an independent review of its spam rule compliance.

The company is also required to regularly report to the ACMA regarding the implementation of recommended improvements.