- The law
- Unsolicited Electronic Messages Act 2007 (UEMA), section 10
- Who enforces it
- Department of Internal Affairs (DIA)
- Penalties
- Court penalties up to NZ$200,000 for an individual and NZ$500,000 for an organisation, plus formal warnings and civil infringement notices.
What it means for your email
- Every commercial email with a New Zealand link must clearly and accurately identify the person or business that authorised it.
- It must include accurate information about how the recipient can readily contact them.
- Those contact details must be reasonably likely to stay valid for at least 30 days after you send.
- The DIA says commercial messages must always clearly identify the business responsible for sending them.
Do
- Name the business behind the email in the from name and the footer.
- Give a contact method that a person can actually use, such as an email address, phone number or postal address.
- When an agency sends for a client, identify the client as the business that authorised the email.
- Keep the contact details working for at least 30 days after each send.
Don't
- Don't send from a vague or made-up name that hides who you are.
- Don't use a contact address that bounces or isn't read.
- Don't let a domain, inbox or phone line in the footer lapse straight after a campaign.
Good to know
- An email signature with a link to your website can make an otherwise ordinary email commercial, so the identity rule then applies.
- The unsubscribe is a separate requirement. See the New Zealand unsubscribe card.
Sources
- Unsolicited Electronic Messages Act 2007 (Parliamentary Counsel Office, New Zealand Legislation)
- Three steps to ensure you are not spamming (Department of Internal Affairs)
- What anti-spam law means for businesses (Department of Internal Affairs)
Researched by Mailfois · 2026/27 edition · checked 20 October 2026
Not legal advice. This is a plain-English summary. Check the sources for anything specific, or take professional advice. Spotted something out of date? Email [email protected] and we'll credit you if you'd like.