The first tranche of amendments to Australia's privacy laws has passed the Senate overnight, formalising long-coming reform's to Australia's privacy and data marketing landscape.

The changes will require marketers to adapt to new rules to remain compliant, with potential for large fines for non-compliance. The Association for Data-Driven Marketing and Advertising (ADMA) has issued a media alert detailing the most important points for the marketing industry.

ADMA CEO Andrea Martens said: “This is an important day for the advancement of responsible marketing practices in Australia. The passage of this Bill signals the beginning of a transformative period for privacy legislation in our country, which every business needs to be prepared for.

“ADMA fully supports these changes as a necessary first step to bolster consumer trust, reinforce best practices in data management, and ensure our industry remains aligned with evolving expectations around privacy and transparency.”

The Privacy and Other Legislation Amendment Bill is set to be signed into law in the coming days. This bill addresses issues such as doxxing, a tort for serious invasion of privacy, and enhanced protections for children online.

According to ADMA, one key amendment is enhanced transparency for automated decision-making (ADM) processes, requiring businesses to clearly articulate how personal information is used in automated decisions that significantly impact individuals.

"Businesses must now critically assess their data collection practices, considering both the necessity and the future implications of their data use," said Manager of Regulatory and Policy at ADMA, Dr Rob Nicholls.

"This legislation is meaningful, and reinforces the importance of data minimisation to prepare organisations for further reforms anticipated in the next stages of the Privacy Act’s evolution. The late introduction of a compliance notice regime, combined with the ability to issue infringement notices, emphasises the role of the Privacy Commissioner as an enforcement regulator."

ADMA says it will continue to work with the government to ensure the marketing industry’s voice is represented as the reform agenda progresses in 2025 and beyond.