Sam Buchanan. Credit: IMAA
The Independent Media Agencies of Australia has released its first Data Governance and Privacy Guiding Principles, setting out rules for how independent media agencies collect, use and protect data.
The not-for-profit industry body says the framework is designed to help agencies manage Australia’s evolving privacy regime and prepare for Privacy Act reforms.
The principles were developed with IMAA members and governance and privacy advisory firm FMA Consulting.
The 12 principles cover privacy by design, consent-based and fair data use, ethical audience targeting, digital supply chain transparency, vendor accountability, data security and audit readiness.
They align with guidance from the Office of the Australian Information Commissioner and global privacy practices.
The release comes as federal Privacy Act reforms expand the definition of personal information and tighten requirements around consent, fairness, targeting and profiling.
The first tranche of reforms was released in late 2024, with a second tranche expected to introduce stronger consumer rights and expanded consent obligations.
IMAA chief executive Sam Buchanan said the framework was aimed at protecting client trust as privacy rules tighten.
“Australian independent media agencies are founded on trust, transparency and strong client relationships, which have been critical to their success,” he said.
“That’s why strengthening privacy and data governance is now essential for protecting that trust, helping agencies to maintain a competitive advantage and ensuring their long-term success.
“These principles are designed to help agencies navigate the complexities of data governance and privacy, giving them a clear framework for embedding privacy-first practices and a deeper understanding of the landscape today, and where they may want to go next.”
The principles are intended to complement the IMAA’s AI Guiding Principles released in 2024, which focus on responsible and ethical use of artificial intelligence across media, data and technology operations.
FMA Consulting founder and director Shannon Fitzpatrick said the framework addressed changing expectations across the industry.
“It’s great to see the IMAA prioritising this critical industry shift towards more privacy-centric and responsible data practices,” he said.
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