Credit: IMAA
The Independent Media Agencies of Australia (IMAA) has backed the ACCC’s call for regulatory reform of digital platforms after the release of the regulator's final Digital Platforms Inquiry report.
IMAA supported the competition watchdog's recommendations to address market imbalances in the digital advertising sector, including issues on transparency, data access and platform behaviour.
It also backed the introduction of upfront regulation to prevent anti-competitive conduct, including designating major platforms such as Google, Meta and Amazon under enforceable conduct codes.
The IMAA also called for greater transparency in the ad tech supply chain, particularly within Google’s stack, and fairer access to data and inventory.
IMAA CEO Sam Buchanan said the recommendations would support a fairer and more transparent media environment.
“We believe that meaningful reform must prioritise transparency, consumer trust and fair access, especially for the independent sector, which continues to deliver agile, accountable and innovative solutions for Australian businesses,” he said.
“The ACCC’s recommendations align closely with the challenges our members face daily in dealing with powerful digital platforms, whose commercial practices too often disadvantage independent agencies and their clients.
“Independent media agencies often face systemic disadvantages competing against platforms and large holding groups with preferential access and pricing. Clearer rules level the playing field.”
Buchanan said the IMAA supports stronger consumer protections targeting dark patterns, hidden fees, subscription traps, manipulative interface design and fake reviews.
The organisation also endorsed continued oversight of emerging risks tied to generative AI, cloud services and digital marketplaces.
The IMAA also threw its support behind the continued work of the Digital Platform Regulators Forum (DP-REG), made up of the ACCC, ACMA and eSafety, to maintain a whole-of-government approach.
Buchanan said independent agencies are critical to the health, diversity and innovation of the Australian media and advertising industry.
“We encourage the Federal Government to act swiftly on the ACCC’s recommendations and ensure that upcoming reforms prioritise transparency, accountability and equitable access, giving all agencies, regardless of size, the opportunity to compete on a level playing field,” he said.
“The IMAA stands ready to engage constructively with government, regulators and industry stakeholders to help shape a regulatory framework that protects consumers, supports innovation and ensures a vibrant, competitive digital ecosystem for the future.”
The ACCC said the current laws are insufficient to address the range of harmful practices in digital services.
“Digital platform services are critically important to Australian consumers and businesses and are major drivers of productivity growth in our economy,” said ACCC chair, Gina Cass-Gottlieb.
“While these services have brought many benefits, they have also created harms that our current competition and consumer laws cannot adequately address.
“This is why we continue to recommend the targeted regulation of digital platform services is needed to increase competition and innovation and protect consumers in digital markets.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.