Under proposed new legislation,Australians are likely to allowing them to sue for privacy invasions,avoid being targeted by firms using sensitive personal information,and. Further,under a “children’s online privacy code”,companies such as TikTok will be prohibited from targeting ads at children and selling their private data.
The Albanese government’s attempt to help people protect their privacy is a timely reform.Getty
These proposals are admirable. But privacy is a fraught and subjective area and some of the changes inevitably have unintended consequences:Small businesses with an annual turnover of $3 million or less – which are currently not required to protect personal information or disclose how it is used – will have to comply with the new landscape and are understandably unhappy about the additional cost,estimated to be about. However,the government will cushion the initial blow during the transition period through an impact analysis and support package. Another unintended knock-on consequence concerns the legislation’s failure to allow adults to opt out of targeted advertising,a decision likely.
The wide-ranging review of the Privacy Act was commissioned under the Morrison government two years ago. Labor had been pushing for “urgent reforms” to the decades-old privacy laws,but the issue made headlines 11 months ago when a series of major leaks at Optus and Medibank compromised the personal data of millions.
Federal Attorney-General Mark Dreyfus will respond to his department’s review by agreeing with 38 of its 116 recommendations and agreeing in principle to 68 more which will require further consultation before a final decision. Among 10 recommendations not accepted were provisions to allow individuals with “an unqualified opt-out of receiving targeted advertising”,and proposals to narrow the political exemption to the Privacy Act. The government intends to legislate the changes in 2024.
Closer to home for theHerald,media outlets will continue to be exempt from the Privacy Act. This is partly due to the work of the Right to Know coalition,including Nine Entertainment Co (which owns this masthead),News Corp,the Guardian,AAP,Free TV Australia,the media union and public broadcasters ABC and SBS,which warned the changes would curtail press freedom.
The legislation is expected to mirror where the 2018 General Data Protection Regulation laws imposed obligations on those who target or collect data related to people within the European Union. The big US tech companies have been fined regularly,and heavily,for breaches of the laws,with Amazon fined €746 million ($1.24 billion) in 2021 for its alleged misuse of individuals’ data.
The EU and US,as the lead protagonists in the debate about the relationship between data privacy and borderless commerce,need to devise a framework that protects one without unduly burdening the other. But the global economy cannot function effectively or efficiently if data is quarantined within national borders and the Albanese government’s new legislation aims to tackle the local problem through a range of fields that reflect the digitisation of the Australian economy and society.
Governments and firms cannot prevent data theft or protect consumers completely and attempts to stop privacy being for sale will always have unintended consequences. Clearly,individuals should take responsibility for their own protection,but the new laws are a step towards providing some shelter from intrusion and smoothing the process when people have information stolen.
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