The Australian Communications and Media Authority (ACMA) has determined that SpaceX violated consumer advertising regulations by not disclosing the end date of a “limited-time offer” on its website. The breach pertains to the Telecommunications Consumer Protections Code, which mandates that companies include end dates for special promotions in their advertising materials.
ACMA’s investigation, detailed in a report published on September 19, 2023, revealed that Starlink, a subsidiary of SpaceX, failed to specify the end date of a special promotion when advertising discounts on Starlink hardware. A screenshot taken on June 1, 2023, displayed Starlink’s Australian homepage with the promotion for rural customers, but no mention of when it would end. Subsequently, on July 26, the website was updated to clarify that the offer expired on August 15. The investigation was prompted by a consumer complaint.
In response to the breach, ACMA has issued a formal directive to Starlink, urging compliance with the code. The company has been warned of potential consequences, such as the issuance of an infringement notice or an application to the Federal Court for a pecuniary penalty of up to $250,000.
It is worth noting that Starlink has also conducted a similar promotion for rural customers in Canada since May. Initially, the promotion was introduced as a limited-time offer without a specified end date. However, the company updated its website last month to disclose that the promotion will conclude on September 30, 2023.
For further details on ACMA’s investigation, please refer to the link below.