Who must comply with APP 7 direct marketing: consent, opt-out & when you can't message (2026)?

APP 7 restricts using or disclosing personal information for direct marketing and requires a simple opt-out — when it applies, the exceptions and penalties.

APP 7 of the Privacy Act restricts use of personal information for direct marketing. Mandatory opt-out + handling of requests to opt out; simplified consent regime for personal info collected directly.

Applies when the business has APP-entity status (turnover > $3M or a s 6D(4) carve-out) and consumer customers.

How the regulator frames it: APP entities engaged in direct marketing.

What triggers it: Using personal info for direct marketing.

Jurisdiction: Commonwealth law, so the test is the same in every state and territory.

Outcome across the 35 industries Rules Mate maps (11 of 35: yes; 24 of 35: depends on size or structure).

Structure does not change the answer across all industries: for every structure the answer is "depends on size or structure".

Each line is one run of the Rules Mate applicability engine for a single business profile, with the reason the engine gives:

• Pty Ltd company in real estate agents with 6–19 employees, turnover $1M–$3M: applies. AML/CTF reporting entity — covered by the Privacy Act for AML/CTF activities (s 6E(1A)) · Sells to consumers.
• Pty Ltd company in fintech (non-bank) with 6–19 employees, turnover $1M–$3M: does not apply. Requires APP-entity status (turnover > $3M or a s 6D(4) carve-out) and consumer customers.

Starting from a small or large professional services company that does not otherwise meet the test, each of these single facts changes the engine's answer:

• The business deals in crypto-assets or runs a digital currency exchange: it then applies (AML/CTF reporting entity — covered by the Privacy Act for AML/CTF activities (s 6E(1A)) · Sells to consumers).
• The business is a registered NDIS provider: it then applies (provides a health service and holds health information — not covered by the small business exemption (Privacy Act s 6D(4)(b)) · Sells to consumers).
• The business is an approved aged care provider: it then applies (provides a health service and holds health information — not covered by the small business exemption (Privacy Act s 6D(4)(b)) · Sells to consumers).
• The business supplies government customers: it then applies (government customer — contracted service providers to the Commonwealth are covered (Privacy Act s 6D(4)(e)) · Sells to consumers).

When due

Continuous.

Frequency

Ongoing

Evidence to keep

Consent records; opt-out mechanism + register; marketing-list audit trail.

Status

Current

Priority

High

Maximum penalty: Same penalty regime as other Privacy Act breaches; $50M / 30% turnover max.

Self-assessment. Authority: Privacy Act 1988 (Cth) ss6D, 33C, Sch 1 APP 1; OAIC Guide to privacy regulatory action Ch 9.

Frequency: Ongoing. No mandated periodic audit. APP 1 requires an up-to-date privacy policy and reasonable practices and procedures.

Who can perform it: The entity itself. The OAIC may conduct a privacy assessment (s33C) at its discretion and can compel documents; you cannot commission an OAIC assessment as an audit.

• APP 3 collection of sensitive information: APP 3 bars collecting sensitive information — health, race, religion, sexual orientation and more — without consent. What counts as sensitive, the exceptions and penalties.
• Automated decision-making transparency in your privacy policy (APP 1.7–1.9): From 10 December 2026, APP entities that use computer programs to make or substantially assist decisions that significantly affect individuals must say so in their APP privacy policy.
• Notifiable Data Breach (NDB) scheme: Under the NDB scheme, APP entities must notify the OAIC and affected individuals of an eligible data breach likely to cause serious harm — assessed within 30 days.
• APP 12 & APP 13 access and correction requests: Individuals can ask to access (APP 12) and correct (APP 13) the personal information you hold — the strict response times, allowable refusals and how to comply.
• APP 8 cross-border disclosure: Before disclosing personal information overseas, APP 8 requires reasonable steps so the recipient meets the APPs — unless an exception applies. Steps and exceptions.

Across the 1,890 business profiles Rules Mate evaluates, these obligations apply to most of the businesses this one applies to, and are far more common among them than among businesses generally:

• APP 12 & APP 13 access and correction requests: applies to 100% of the same businesses (1.5× the overall rate)
• APP 2 — anonymity + pseudonymity for individuals: applies to 100% of the same businesses (1.5× the overall rate)
• Provide an APP 5 collection notice at or before collection: applies to 100% of the same businesses (1.5× the overall rate)
• Notifiable Data Breach (NDB) scheme: applies to 100% of the same businesses (1.5× the overall rate)
• Privacy Act Reform — information controllers regime (proposed Tranche 2): applies to 100% of the same businesses (1.5× the overall rate)
• Publish a Privacy Policy that meets APP 1: applies to 100% of the same businesses (1.5× the overall rate)

Rules Mate tracks 20 published obligations tagged "privacy", 3 of them rated critical. For a professional services Pty Ltd company with 6–19 employees operating in every state, 4 of those apply outright. This obligation is rated high priority, and is an ongoing duty.

Regulated by Office of the Australian Information Commissioner.

OAIC: Privacy and freedom of information regulator. Administers the Privacy Act 1988, the Notifiable Data Breaches scheme, and the Australian Privacy Principles.

• Office of the Australian Information Commissioner

Privacy Act 1988: Federal privacy Act.

• Privacy Act 1988

Free tools that help with this obligation:

• Privacy Act 2026 readiness
• NDB notification timer
• Marketing compliance check (Spam Act)