Throughout the review period, objecting organisations have been working to ensure government understands the negative impact the new legislation will have on the future of data-driven marketing and advertising. In particular, that the proposed new privacy provisions are out-of-date, ill-equipped to deal with the digital and data revolution and will stifle online innovation and the digital economy.
Australian Direct Marketing Associations’ CEO, Jodie Sangster, stated that the proposed privacy law needs further consideration and amendment before it is adopted. “If the adoption of the privacy law is delayed so that amendments can be made to the Bill this would be a very positive step” she said. “It is important to realize that this new privacy law will apply for the next five to ten years - therefore it is essential we get it right. We need a law that is progressive – that protects the consumer at the same time as permitting digital and data innovation.
If the Bill is not passed in November it will be pushed to early 2013. This will permit time for further debate and amendment. In all cases, once adopted, companies and organisations will be given nine months to comply with the new law. |
