'90 per cent of Australians not happy with targeting, tracking without expressed consent': Consumer Policy Research Centre urges policymakers not to water down privacy proposals as industry scrambles to force rethink

News 30 Mar 2023 - 3 min read

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The Consumer Policy Research Centre has urged policymakers not to wind back key proposals intended to modernise Australia’s privacy regime with fresh data showing just nine per cent of Australians are comfortable with targeted advertising and how their online habits are tracked without permission and three quarters not happy about their personal data being shared and sold. The paper comes as the deadline for industry responses to the Attorney General's sweeping privacy overhaul looms.

The Consumer Policy Research Centre has urged policymakers not to wind back key proposals intended to modernise Australia’s privacy regime.

The independent think-tank, part-funded by the Victorian Government, published the paper specifically to inform the Attorney General’s overhaul of Australian privacy law.

The proposals, published last month, have caused consternation across the digital ad industry, with far-reaching implications for how data is collected and used and placing a big question mark over the current business models of major players across the advertising and media supply chain. Some are now seeking extensions to the consultation deadline, though it is understood the A-G is giving limited leeway.

Per the CPRC: “There’s a major mismatch with how the digital economy currently works and what consumers want. Whole industries currently exist to trade in consumer data yet 79 per cent of Australians agree that a company should not sell people’s data under any circumstances. Even though companies commonly monitor what we do online, on their own websites as well as across the internet, 70 per cent of people are not comfortable with companies monitoring their online behaviour.”

It continues: “It’s time for businesses to look at data and see how they can profit through positive outcomes for the community instead of monetising data in ways that cause community harm.”

Key findings

The CPRC polled 1,000 people earlier this month to inform its report. Key findings include:

Only 7 per cent feel companies give them real choices to protect their privacy online.
Only 15 per cent feel businesses are doing enough to protect their privacy.
79 per cent agree companies should only collect information about them that they need to provide a product or service.
84 per cent agree that companies should always act in the best interest of the consumer when it uses their data.
84 per cent agree that a company should be responsible for keeping data safe.
Less than 10 per cent are comfortable with the current approach to targeted advertising with tracking of online behaviour or personal characteristics without giving expressed permission.
70 per cent are not comfortable with companies monitoring their online behaviour.
74 per cent are not comfortable with companies sharing or selling their personal information with other companies.
79 per cent agree that a company should not sell people’s data under any circumstances.
64 per cent find it unfair that companies require you to supply more personal information than is necessary to deliver the product or service.
90 per cent expect businesses to protect people’s information from being used in ways that leaves them worse-off.
52 per cent agree that it’s time-consuming to find actions to protect their privacy online.
50 per cent do not know where to seek help from if they have a problem with how a company collects, shares and uses their personal information.
82 per cent agree that a regulator should have enough staff and resources to investigate how companies collect, share and use personal information.

Survey respondents were asked what data they consider to be personal information beyond name, address, gender, telephone and date of birth. The top ten answers were:

1. financial information (72 per cent)

2. phone contacts (70 per cent)

3. income (68 per cent)

4. photos (64 per cent)

5. messages (62 per cent)

6. location data (61 per cent)

7. IP address (60 per cent)

8. device IDs (59 per cent

9. mental health information (57 per cent)

10. online search history (56 per cent)

These categories were followed closely by physical health (56 per cent), sexuality (53 per cent), family members and ancestry (52 per cent) and whether a person is living with a disability (50 per cent), per the report.

While industry bodies are pushing back hard on some of the A-G’s key proposals, the CPRC calls for lawmakers to hold firm.

“Australians deserve privacy laws that protect them, a regulator that has the power and resources to proactively enforce the law, and a system that gives them access to support for when things go wrong,” per the report. “The burden for creating a safe online world and protecting privacy can no longer remain on the shoulders of Australian consumers.”

See the paper here.