Chiara Rawlins
Principal
In Part 1 of this two-part series, we looked at how you can be personally liable as a director for your company’s breach of taxation laws, company laws, and workplace laws. We also considered the ways in which directors may be held accessorily liable for their company’s contraventions of industry specific statutes, such as the Protection of the Environment Operations Act 1997 (NSW), Heavy Vehicle National Law (NSW) and Liquor Act 2007 (NSW). You can access this article here.
In Part 2, we will delve into how your company’s contravention of competition laws, privacy laws, spam laws and marketing laws may expose you to personal liability as a director.
The Competition and Consumer Act 2010 (Cth) will impact upon many facets of your company’s dealings, whether it be competitive practices, interactions with customers, or the pricing of goods or services. This includes ensuring that the information, prices and descriptions of your products and services are accurate, clear and complete – not only on your website, but in any advertising or other material circulated by your company.
Failing to comply with the Act may lead to an action being brought against you as an accessory under sections 224, 232 and 246 of the Australian Consumer Law (ACL), which is contained in schedule 1 of the Act. These provisions enable a court to make orders against a person who has been ‘involved’ in a contravention of the Act, including a director or officer of a company.
By way of example, the Australian Competition and Consumer Commission recently prosecuted three online suppliers of e-cigarettes – Joystick, Social-Lites and Elusion, for falsely representing that their e-cigarettes did not contain carcinogens or other harmful substances. The suppliers did not have any scientific evidence for their claims, and failed to make reasonable enquiries to verify their claims. The Federal Court found in each case that the online retailers had breached provisions of the ACL relating to misleading or deceptive conduct, false or misleading representations, and conduct that could mislead the public about the nature or characteristics of goods. Each of the companies was fined $50,000. The directors of each of the companies were also fined between $10,000 and $15,000 for their involvement in the contraventions.
More serious contraventions of the ACL may also result in disqualification as a director. In the recent decision of Australian Competition and Consumer Commission v Colgate-Palmolive Pty Ltd (No 2) [2016] FCA 528, the sales director of Colgate, who had engaged in anti-competitive practices including cartel conduct, was disqualified from managing corporations for a period of seven years and ordered to pay $75,000 towards the ACCC’s costs of the proceedings. The director escaped a more severe pecuniary penalty due to the adverse impact that the proceedings had upon him, his co-operation throughout the proceedings, and the impact that the disqualification order would have upon him.
The Australian Privacy Principles that are enshrined in the Privacy Act 1988 (Cth) may impact your company if it manages or trades in personal information, and has an annual turnover of $3 million (or an annual turnover less than $3 million, but falls within one of the exceptions).
The Privacy Principles require organisations to manage personal information in an open and transparent way, take steps to prevent personal information from unauthorised access and misuse, not collect personal information unless the information is reasonably necessary for one or more of the organisation’s functions or activities, and not use personal information that is held about an individual for the purpose of direct marketing (unless one of the exemptions apply).
A new mandatory data breach reporting scheme will commence on 22 February 2018 which will make it mandatory to report privacy breaches. This scheme will replace the voluntary data breach reporting system that is currently in place. Under the new laws, an entity must notify “eligible data breaches” to the Information Commissioner and affected individuals, and where appropriate, take prompt action to remedy the data breach.
Being aware of whether your company needs to comply, and if you do, understanding your obligations so you can put in place appropriate measures is critical. Directors can be held liable for their participation in a corporation’s contravention of one of the Australian Privacy Principles or a provision of the Privacy Act under section 80V of the Act. Penalties for contraventions include fines of up to $2.1 million for corporations and $420,000 for individuals.
Almost every business sends marketing material via email to advertise, promote, and offer to supply their products or services. However, company directors need to be aware that such communications are likely to constitute ‘commercial electronic messages’, and that sending unsolicited commercial electronic messages is prohibited under section 16 of the Spam Act 2003 (Cth). Harvesting electronic addresses is also prohibited under section 22 of the Act. Company directors and officers may be held liable for being involved in the company’s contraventions of these provisions.
To avoid liability, you should obtain the consent of the recipient before pressing ‘send’. You may also be able to rely on the ‘conspicuous publication defence’, if the consent of the relevant electronic account-holder can be reasonably inferred from the conduct, business or other relationships of the individual or organisation. This means that the relevant electronic account-holder is taken, for the purposes of the Act, to have consented to the sending of commercial electronic messages to that address.
Where the consent of the recipient is not obtained, there may be severe penalties for the directors of the company. An extreme example is Australian Communications and Media Authority v Clarity1 Pty Ltd (2006) FCA 1399, where the Court held that the managing director of the company had breached the Spam Act by authorising the company to send more than 270,000,000 unsolicited commercial electronic messages and harvest electronic addresses. The director was held personally liable for his involvement in the company’s contraventions, and ordered to pay $1,000,000. The company was also ordered to pay $4,500,000. It is worth noting that the maximum penalty that could have been ordered against the director for his contraventions of subsections 16(9) and 22(3) was $9,900,000.
The Do Not Call Register Act 2006 (Cth) makes it an offence to make telemarketing calls and send marketing faxes to numbers that are listed on the Do Not Call Register without the consent of the account-holder. People and businesses can register their telephone, mobile and fax numbers on the Register to avoid receiving certain unsolicited calls and faxes. The Act also makes it an offence to be involved in the making of an unsolicited telemarketing call or the sending of an unsolicited marketing fax. Exemptions apply for certain types of calls and faxes, such as telemarketing calls authorised by a government body or charity, and calls made by the supplier or prospective supplier of goods and services.
A company and its sole director were penalised by the Federal Court for making telemarketing calls that were contrary to the Do Not Call Register Act. The evidence showed that more than 12,000 infringing calls were made to various numbers during a period of around one month, and that the company director had authorised the infringing conduct. The Court fined the company $120,000, and would have fined the director for her involvement in the company’s conduct had she not been bankrupt. Both respondents were also restrained for a period of 5 years from engaging in any business which relied upon the regular use of telemarketing calls without the consent of the Australian Communications and Media Authority.
Part 1 and Part 2 of this series highlight the importance of understanding not only the laws that apply to company directors, but also those that impact companies operating in specific industries or engaging in certain practices.
Understanding which laws apply to you and your company is an integral first step in devising strategies to prevent your company from infringing these laws, and reducing your exposure to personal and accessorial liability as a director.
The best way to achieve this is through obtaining proper legal advice. McCabes can assist in helping you to understand which legislation is applicable to you and your company, the obligations that apply to you as a director, and ways to reduce your risk of personal liability.
McCabes also provides free legal health checks for companies. Click here to start the process.
McCabes will be running a ‘Deepwater and Safe Harbours’ seminar series commencing in March 2018. The first seminar in the series will focus on navigating your way as a director and will provide practical guidance on how to stay out of deep water and how to find safe harbours. If you are interested in attending this seminar, please contact [email protected] to register for the details.