Prepared for Privacy: Updates for Australian Brands & Publishers

Australian regulator releases new guidance on tracking website pixels with fines now enforceable for those who don’t abide.

It’s been nearly two weeks since the OAIC (Office of the Australian Information Commissioner) released new guidelines set to reshape how data is collected and used. For brands and publishers, staying informed and taking swift action is not just essential—it’s imperative to avoid hefty fines and ensure compliance in this rapidly changing privacy landscape.

These guidelines make consent requirements clearer, introduce enhanced enforcement measures, and significant financial penalties for non-compliance. Brands must ensure express opt-in consent for collecting sensitive information and implement robust data protection policies. Additionally, the guidelines emphasise the importance of transparency, data minimisation, and user consent.  

The sometimes opaque data collection & distribution approach of 3rd party pixels is specifically called out, with the privacy implications multiplied by the fact that many brands will be leveraging multiple tracking techniques on their site.  A recent study identified that the average website hosts around 43 trackers.  Understanding what data these trackers collect, to which companies & locations data is sent to, and whether consent has been provided to do this has become critical. 

To navigate these changes, brands and publishers should invest in technology and resources to maintain data integrity and security, conduct regular staff training, and leverage tools like Customer Data Platforms (CDPs) to streamline data governance and privacy management. Adapting to these new regulations will not only help in compliance but also build trust with customers and regulators.

Before you proceed with anything it’s very important that you liaise with your internal privacy and legal teams to align and ensure you are compliant.

On our webinar, we have engaged independent and agnostic technical privacy auditors Civic Data, to explain clearly the actions that you need to take ‘now’ and how to engage your privacy and legal teams.

In specific detail for you and your privacy teams, Chris Brinkworth from Civic Data will discuss on the webinar:

Actions You Can Take Now:

1.  Tag Management and Pixel Audit

• Do you have an up to date catalogue of pixels/tags live on your site(s)?
• What companies are receiving data?
• Is this data being transmitted overseas?
• Are you able to minimise the data collected? Is it required for the desired outcome

2. Review your consent management framework

• Are you capturing consent?
• Do all channels capture consent?
• Can visitors easily opt out?
• Can visitors change their consent at any time?
• Are your pixels/tags automatically enabled/disabled based on consent?

Tealium can help support the OAIC update as well as the impending changes to the Privacy Act  in several ways:

1. Consent Management: Tealium’s consent management solutions can help organisations comply with the new OAIC guidelines by managing user consent for data collection through tracking pixels. This is particularly important as the new guidelines require express opt-in consent for collecting sensitive information through tracking pixels.
2. Data Governance and Privacy Management: Tealium’s Customer Data Platform (CDP) can streamline data governance and privacy management, ensuring that data collection practices align with the new OAIC standards. This includes managing data minimisation and transparency, which are key aspects of the updated guidelines.
3. First-Party Data Strategies: Tealium supports the shift towards first-party data strategies. This approach helps businesses continue to gain insights into user behaviour while complying with privacy regulations.

The Broader Impact: Privacy as a Competitive Advantage

Adapting to these changes isn’t just about avoiding fines—it’s about building trust. Consumers are increasingly valuing privacy and transparency, and businesses that prioritise ethical data practices stand to gain a competitive edge. A CDP enables you to deliver personalised, privacy-conscious experiences, turning compliance into a strategic advantage

Don’t Wait – Take Control Today

Businesses must act now to audit their tracking practices, update privacy policies, and implement robust compliance measures. Leveraging a CDP like Tealium’s as part of your privacy-first strategy not only ensures compliance but also positions your organisation to thrive in a rapidly changing digital environment.

By embracing a privacy-first approach with the help of a CDP, your business can confidently navigate Australia’s new regulatory landscape while continuing to build meaningful, trust-driven customer relationships.

For more information on how to best prepare and where to start, join our upcoming webinar on 4 December with Chris Brinkworth, Director, Civic Data and Nick Dennis, VP Solutions Consulting APJ, Tealium. 

Register here