The protection of personal information has become increasingly complex and an area of concern for members of the public, with the Federal Government making moves to alter the Privacy Act 1988 (Cth), the law that governs privacy for most Australian businesses. Under the Act, there are specific requirements that businesses need to comply with as set out in the Australian Privacy Principles (APPs), including rules relating to the collection, use (including use for marketing purposes), disclosure, security of personal information, and the general public’s rights regarding access and correction of their personal information.
Increasingly personal information has become a valuable asset for advertising and marketing. Advertisers and marketers have devised various methods to exploit these assets, which have especially permeated online and social media platforms. Government authorities worldwide are looking at multiple ways to curb how advertisers, and marketers, including online and social media platforms, exploit these assets and, as a result, are increasingly implementing new laws and regulations to protect members of the public.
Barker & Co has advised advertisers and marketers about privacy law for over 20 years and can provide in-depth advice on the requirements and newly proposed laws.