ASX200 Spotlight: Optus (ASX:SGT) Faces $100M Penalty Amid Sales Misconduct Scandal

June 18, 2025 03:44 PM AEST | By Team Kalkine Media

ASX200 Spotlight: Optus (ASX:SGT) Faces $100M Penalty Amid Sales Misconduct Scandal — Image source: Shutterstock

Leadership Response and Apology

Stephen Rue, the CEO of Optus, addressed the issue publicly, stating that the actions of the company were both "inexcusable and unacceptable." He acknowledged the impact on affected customers and expressed regret that the company failed to act swiftly when reports first surfaced. Rue emphasized the company’s commitment to transforming its internal culture and rebuilding trust with the public.

Remediation and Structural Reforms

As part of a broad remediation strategy, Optus is actively refunding impacted customers. In addition to financial redress, the telco has undertaken structural overhauls in its operations. These include sweeping leadership changes, with some senior executives being reassigned or held accountable, and the dismissal of retail sales staff found directly responsible for the misconduct.

The company is also implementing new sales incentives with a focus on enhancing customer experience and service integrity. These changes are designed to prevent similar issues in the future and promote accountability at all organizational levels.

Path Forward for Optus

Optus is now focused on implementing a framework that reinforces ethical practices while improving service delivery. The CEO noted that while many corrective steps have been initiated, more work remains to fully restore confidence among its customer base. The company aims to strengthen protections for vulnerable individuals and improve its monitoring systems.

This scandal has cast a shadow over Optus' standing within the ASX200 group, as stakeholders closely watch the company’s response to ensure such incidents are not repeated. While structural reforms are a positive step, the effectiveness of these changes will be determined by long-term customer outcomes and sustained transparency.

As the ASX200 stocks continue to represent some of Australia's most influential and scrutinized companies, Optus' next phase will likely serve as a test case for corporate accountability and cultural reform in the sector.

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