‘Will set the foundation for years to come’: The industry reacts to privacy law reforms
The Privacy Act Amendment Bill was introduced to Parliament on Thursday, and as expected it has its supporters, and its detractors. Those who feel it’s high time, and those who feel it doesn’t go far enough. We gathered up the reactions.
Gai Le Roy, CEO of IAB Australia
IAB Australia today welcomed the Government’s announcement that further consultation will be undertaken on some of the more complex privacy law reforms that will impact the industry, while also acknowledging the importance of the reforms that were introduced into the Parliament today.
IAB will go through the Bill and explanatory memorandum to carefully assess their impact on our industry. However, we are pleased to see that the Government looks to be moving forward on these important reforms in a considered way.
Privacy laws are fundamental to the functioning of our digital economy. IAB will continue to work constructively with Government to ensure that our laws are fit for purpose and so that industry can continue to meet consumer expectations to deliver freely available online content and services.
Richard Knott, SVP APAC at InfoSum
There’s certainly an element of anticlimax that there will be further consultation on privacy law reforms related to advertising.
However, it reflects the complex nature of the digital advertising industry. It’s more important to get the right solution than a fast one. Nonetheless, the delay doesn’t change the fact that companies should embrace privacy-by-design strategies regardless of legislation. This means embracing the non-movement of data, data minimisation, and controlled access – as well as ensuring you can explain your policy in a way that consumers will understand.
Andrea Martens, CEO of the Association for Data-Driven Marketing and Advertising
This is an important day for the Australian marketing industry, with the introduction of the Privacy Act amendment Bill to Parliament. While this is a slimmed down version of the Bill we may have been expecting after the Government Response in September 2023, this is the beginning of reform legislation which will most likely transform our industry.
ADMA welcomes the opportunity these changes bring to strengthen consumer trust within our industry and reinforce marketers’ commitment to best practices in data management.
The Government is prioritising addressing harms to individuals, reflected in the prohibition of doxing, the introduction of a tort for the serious invasion of privacy, and directly addressing online safety for children.
While some of the proposals related to the foundational scope aspects of the Act are likely to be introduced at a later stage, the Association for Data-Driven Marketing and Advertising (ADMA) urges Australian business to stay focused and on-track with its preparation for wider Privacy reform.
Katie Maskiell, Head of Policy and Advocacy at UNICEF Australia
The need for a specific code to protect children and their online identities has become increasingly urgent – so today we are thrilled that our calls have been heard and that this important step has been taken.
We know that data is the currency of the online world, and children’s data – where it’s collected, traded and sold on mass scales – is considered big business.
This code will ensure children’s data is only collected and used in a way that serves their best interests and will provide them with the protections they are entitled to.
It will hold tech companies accountable, ensuring they are transparent with how they use children’s data, and that terms and conditions of apps are clear and straightforward. An overhaul is necessary and has been long-awaited – 35 years in the making – as old privacy legislation simply hasn’t kept up with the times.
Today’s decision will set the foundation for years to come – and together with industry stakeholders, our supporting communities and each and every family – we can all take that one step closer to making Australia the safest place in the world for children to go online.
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