Marketers warned to expect privacy breach crackdown as new laws enter second year

Marketers have been warned to expect a more aggressive approach from Australia’s privacy commissioner as authorities begin to crack down on breaches following the introduction of new regulations.

The Association of Data Driven Marketing and Advertising (ADMA) predicted authorities will take a harder line after spending the first 12 months bedding down, and helping companies comply with the new rules.

Changes to the Privacy Act came into force last March with the creation of 13 Australian Privacy Principles (APPs) outlining how personal information can be collected, handled, processed and used for marketing purposes.