Media Hub
27 February 2024
A new report by the Consumer Policy Research Centre (CPRC) and UNSW Sydney reveals Australian consumers don’t understand how companies – including data brokers – track, target, and profile them using their personal information.
The report includes findings from a survey by CPRC of 1,000 Australians about their understanding of privacy terms and attitudes to businesses collecting and sharing their personal information.
The survey shows:
“A lot of the language businesses are using in their privacy terms seems designed to confuse consumers and hide what businesses and data brokers are really doing with personal data,” says Dr Katharine Kemp, Associate Professor, UNSW Law & Justice and co-author of the report. “Many companies are trying to argue that the data they use is not actually covered by the Privacy Act when they allocate a unique code to each individual to track and profile them across most areas of their life. This makes a mockery of the objectives of privacy law.”
Co-author of the report, Chandni Gupta, Deputy CEO and Digital Policy Director, CPRC, pointed out the power imbalance that exists.
“While 71% of Australians know we are not in control of our data – we are not aware just how much of it is being tracked and how easily we can be singled out,” Gupta says. “There’s a power imbalance between us and businesses. The current laws fall short in covering this problem. Our privacy laws need to be strengthened and we need a ban on unfair data practices.”
This report is in advance of the federal government’s considerations for potential reforms to our privacy legislation. The Australian Competition & Consumer Commission is also expected to release its next interim report on the data broker industry.
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