Advertisers face privacy timebomb, warns ADMA

April 4, 2013 12:34

Advertisers and agencies do not understand the significant fines they face under major new changes to the Privacy Act set to take force within the next 12 months, says the Association of Data Driven Marketing and Advertising.

The organisation told Encore there is still little industry focus on how the changes will impact advertiser interactions with consumers with breaches due to attract major fines of up to $1.1m.

“There are some key changes which are worth going through, about how businesses can talk to their customers and the extent to which they have to provide opportunities for consumers to say ‘I don’t want to hear from you anymore’,” said Jodie Sangster, CEO of ADMA.

The association argues the changes will dramatically impact on both agencies and advertisers, especially those marketing online using demand-side platforms and social media.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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