Dirty data and how to avoid $1.7 million fines under new privacy laws

By Rosie Baker | 6 February 2014
Data: keep it clean.

Incoming privacy legislation could make dirty data expensive for brands. Changes to the law kick in next month and there are hefty fines for non-compliance. Brands yet to factor in how the changes will affect them could be hit with penalties of up to $1.7 million.

The AANA, MFA and IAB are teaming up to offer a cross industry workshop to help marketers and agencies get to grips with what the changes mean and how they must adapt to be in line with the new laws.

The changes to privacy laws come into play on 12 March and include 13 new Australian Privacy Principles. The maximum penalty for failure to comply is $1.7 million.

Brands and agencies will have to review how they collect and handle data, privacy policies and direct marketing practices to among many other elements governed by the new laws.

Sunita Gloster, CEO of the AANA, said: “Each of our associations has a different perspective on the changes reflecting our different membership, but all our members are impacted and we believe that addressing the issue collectively will help encourage a holistic view of the privacy issues that impact us all.”

The Avoiding Dirty Data workshop will run on 25 February, free to members of all three associations.

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