Australian Privacy Law reforms: Are you prepared?

Advertising associations warn marketers to get up to speed with new Australian Privacy Law reforms or risk fines of up to $1.7m

Australia’s advertising associations are warning marketers to ensure they are prepared to deal with new privacy laws, which come into effect in Australia from March next year.

Changes to privacy law will have a distinct impact on direct marketing, handling and disclosure of information and will include new civil penalties and enforceable undertakings in the event of any breach.

The privacy reform act passed through Australian Parliament in November 2012 after six years of consultation and development. The changes include a single set of standards called the Australian Privacy Principles that specify when information can be used for direct marketing or be sent overseas. Penalties for failing to meet the new privacy laws could cost companies up to $1.7m.

According to the Interactive Advertising Bureau’s (IAB) director of regulatory affairs, Samantha Yorke, everyone involved in advertising and marketing should be taking steps to review their online practices and data collection processes well before the new laws come into play on 12 March 2014.

“This year is a significant one for privacy and many businesses will find that they have some work to do to ensure they are fully compliant before March next year,” she said.

IAB has put together a reference tool, explanation of the new Australian Privacy principles, infographics and explanatory videos on the IAB website.

The Office of the Australian Information Commissioner also issued a new Guide to information securityon 29 April to help organisations better understand what steps to take to ensure personal information is secure.

The new documentation was launched as Privacy Awareness Week kicked off in Asia-Pacific with an event in Sydney. The initiative was founded by the Asia Pacific Privacy Authorities, which includes the OAIC.

Privacy commissioner, Timothy Pilgrim, said organisations that mishandle personal information risk loss of trust and considerable harm to their company’s reputation.

“Taking privacy by design will be the best insurance your organisation will have against data breaches,” Pilgrim said during a briefing in Sydney.

The Association for Data-Driven Marketing (ADMA) is also emphasising the need for marketers to get up to speed on privacy and is running a series of roadshows and webinars, in conjunction with Corrs Chambers Westgarth lawyers, to educate members on being vigilant and prepared.

Follow CMO on Twitter: @CMOAustralia or take part in the CMO Australia conversation on LinkedIn: CMO Australia.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why app engagement must be personalised

Research from Nielsen late last year reported Australian smartphone users over the age of 18 spend 33 hours per month in apps, and a mere four hours per month in browsers. But what does it take to actually maintain an app customers will engage with?

Rob Marston

Head of Airwave, A/NZ

Customer experience investments more vital than ever

The global commodity slump has hit Australia in the last few months. Companies that obsess over these developments might be tempted to cut spending on customer experience (CX) programs. Here's why that's a a terrible idea.

Harley Manning and Thomas McCann

Research leaders, Forrester

Managing brands in a digital world

With digital integration at the core of customer management, many marketers have been questioning whether the principles and approaches to branding are fundamentally different in a digitally led environment.

Jean-Luc Ambrosi

Author, marketer

Now you make creative Facebook ads

Mike Smith

Why AAMI turned to Facebook mobile and segmentation to drive brand favourability

Read more

Rob - great article. Here at Pure Oxygen Labs we could not agree more. When considering retail mobile apps deep linking is woefully unde...

Scott

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

Project Leader?? Kim Portrate is one of the most ineffective leaders I have ever had the displeasure of meeting. She single-handedly cost...

Anonymous

Helloworld scraps CMO role

Read more

What tripe. This article conveniently makes no mention of her lies and bullying tactics and how she had placed everyone off-side with her...

Anonymous

Helloworld scraps CMO role

Read more

You mentioned cashback sites giving "immediate earnings" for transactions through their site. Cashback sites can take a couple of months...

RG

Are points-based customer loyalty programs on the way out?

Read more

Latest Podcast

More podcasts

Sign in