Changes to Privacy laws explained in hangout with ADMA CEO Jodie Sangster

ADMA CEO Jodie Sangster

Mumbrella held a live video hangout with Jodie Sangster, the CEO of the Association of Data Driven Marketing and Advertising (ADMA) today to discussing the major changes to privacy laws which come into effect on Wednesday, March 12.

During the hangout Sangster was joined by Telstra’s legal counsel Matthew Leung, and they discussed:

• What the new Privacy Act is about
• How it impacts channels like social media
• New rules around sending data offshore
• The importance of allowing customers to opt-out of communications
• How re-targeting will be affected
• Transparancy with customers about what data you are collecting and what you use it for

Businesses can face fines of up to $1.7m if found to be in breach of the Privacy Amendment Act.

The privacy laws will introduce 13 Australian Privacy Principles (APPs) outlining how personal information can be collected, handled and processed, and used for marketing purposes.

Communicating with customers will also become more complex as there will be a requirement to allow customers to opt out of marketing communications at every opportunity.

Sangster has said marketers will need to go through the changes with a fine tooth comb and look at some of the key areas to avoid the new pitfalls that could lead to hefty fines.

If you have mire questions on the law you can leave them in the comment thread below and Sangster will respond there.

You can also access the ADMA portal for more information on how to adapt to the changes by clicking on this link.

Megan Reynolds

topics ADMA Association of Data Driven Marketing and Advertising Jodie Sangster online marketing social media

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Comments: 3

Media Planner 11 Mar 14

Hi there,

Thanks for hosting this! If a user unsubscribes from an advertiser’s internal database or Direct Mail. Does this mean that the advertiser now needs to build a blacklist of emails to negative target on third party email databases as well?

Thanks,

User ID not verified.

Fartorialist 11 Mar 14

Is this the first Mumbrella video not to feature the legendary suit jacket over T Shirt combo?

User ID not verified.

Alex Hayes 11 Mar 14

Good question Fartorialist,

No – I’ve got a policy of not wearing t-shirts with jackets, so the last few have been free of them.

Tim would like it to be known it’s a blazer though…

Cheers,

Alex, Mumbrella

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