Last mentioned: Mar 10, 2026
Audit Commencement
Lululemon is required to appoint an independent auditor to overhaul its marketing tech stack.
Fine Announced
ACMA officially imposes a $2.04M penalty and announces the enforceable undertaking.
ACMA Investigation Opens
The regulator begins a formal probe following a surge in consumer complaints.
Breach Period Begins
Lululemon's systems fail to process unsubscribe requests correctly, leading to unauthorized emails.
Lululemon Athletica has been hit with a significant financial penalty by the Australian Communications and Media Authority (ACMA) following a major breach of the Spam Act. The retailer was found to have sent over one million marketing emails to consumers who had either unsubscribed or never provided consent.