The issue of privacy

The issue of privacy
SHARE
THIS



 

We live in a time of unprecedented access to online data. Whether we are using the internet for research, to pay bills or to take part in social media; privacy is of greater concern than ever before. Unfortunately, cyber breaches on a previously unimaginable scale are dominating the headlines.

In 2013 a massive cyber attack on the Target chain in the United States affected up to 40 million credit and debit card accounts and compromised the personal information of as many as 110 million consumers. Target’s board members and directors are now facing a shareholder lawsuit that claims they ignored warning signs a breach could occur and misled consumers about the scope of the breach.

In 2011 hackers attacked Sony Corp and accessed account data on more than 100 million users of Sony’s PlayStation Network, Sony Entertainment Online and Sony Pictures. The damage bill to Sony was estimated at $US178million – and not including potential compensation to claimants in the more than 55 class actions that have followed.

Online attacks and IT glitches are devastatingly costly to business and massively undermining to consumer confidence. There has never been a greater need for strong, enforceable and comprehensive privacy laws.

On March 12, the Federal Government unveiled the biggest changes to Australian privacy law in 25 years with the Privacy Amendment Act.  In response to this Act, the Association of Market and Social Research Organisations (AMSRO) has revised its own Market and Social Research Privacy Code to ensure our members continue to follow the highest privacy and ethical standards. AMSRO is also proud to welcome the Australian Privacy Commissioner, Timothy Pilgrim, to our Leader’s Forum on March 20 to discuss the implications of the new Act.

AMSRO also plans to launch another initiative later this month that gives buyers of market and social research additional support with their decision making. 

Market and social research relies on the goodwill and willing participation of the public and as such AMSRO takes privacy very seriously.   It is the only industry body to have developed an industry-specific privacy code, the Market and Social Research Privacy Principles (2003). These Principles were awarded an Australian Privacy Award in 2009. AMSRO members have upheld this privacy code for more than a decade without breach, demonstrating the commitment of AMSRO and its members to protecting consumers’ privacy.
 

Although Australians care about privacy, it’s not a consideration that is often front of mind – until their privacy is breached and personal information is made publicly available. A recent study conducted by the Office of the Australian Information Commissioner found that Australians are becoming increasingly cautious about giving away their personal information.

Market and social research is an essential part of our society, depended on by governments, corporations, charities and individuals to make critical business and policy decisions that affect our nation. It is a time of unparalleled change in the research area as we are able to combine traditional methods with access to exceptional amounts of data.  It’s vital that research is ethically conducted and accurately reported. To ensure this we need rigorous privacy rules, a commitment AMSRO member organsiations continue to undertake.   

Market and social researchers cannot function without the public enthusiastically taking part in research that helps shape the nation's decisions. It hurts us all when Australian companies use research that breaches privacy and at AMSRO we are confident the new legislation and our own commitment to privacy compliance will make these breaches harder.

Nicola Hepenstall, president of AMSRO, managing director of Hall & Partners Open mind

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]