De-identified data is no longer enough: Brands, publishers and media supply chain face fundamental changes as Australia’s privacy regulators go harder than GDPR; status quo upended for tracking, targeting and consent

Mi3 Audio Edition

The definition of what counts as personal information is set to change in Australia – with online identifiers even down to geolocation under review, alongside use of loyalty and credit card data – while the very definition of consumer consent is being primed for change by privacy lawmakers and enforcers. The upshot is that the fundamentals that have underpinned digital advertising’s tracking and targeting capabilities may be culled or significantly curtailed – and data privacy experts think Australia’s rules are set to be tighter than GDPR. Meanwhile, those that flout incoming law changes may find themselves open to class actions as well as regulatory punishment. Lauren Solomon, CEO of the Consumer Policy Research Centre, former deputy New South Wales Privacy Commissioner Anna Johnston, Peter Leonard, professor of practice at UNSW's Business School, and Guardian MD, Dan Stinton, unpack what’s coming down the track for Australian brands, publishers, tech platforms and the media supply chain.

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