When does persuasion become manipulation? The new unfair trading practices law marketers must be across
Privacy reform has dominated the compliance conversation for years. But a separate set of changes to Australian Consumer Law has been quietly advancing – and it has big implications for how digital marketing is built and delivered. Peter Leonard, chair of ADMA’s regulatory and advocacy working group, explains what marketers need to understand now.
Peter Leonard, chair of ADMA's regulatory and advocacy working group
Most marketers have had their eyes fixed on the Privacy Act. This is completely understandable: the Tranche 2 Privacy Act reforms program, and the Privacy Commissioner’s newly active enforcement stance on uses of pixels and other online tracking codes, have been the dominant compliance conversation for the better part of two years.
But while attention has been concentrated there, another significant regulatory development has been advancing with almost no visibility in the marketing industry.
That is the proposed extension of Australian Consumer Law to cover unfair trading practices. If you haven’t been tracking it, now is a very good time to start.
