Digital marketing agency In Marketing We Trust is set to host a webinar for Australian marketers next week, unpacking what proposed privacy reforms could mean for everyday marketing activity.
The agency will host the free online session, ‘The Privacy Amendment Bill 2026: An Operational Briefing For Marketing Leaders’, on September 30, following the release of the exposure draft of the Privacy Amendment (Personal Data Protection) Bill 2026 on August 31.
The proposed reforms could have implications for a range of marketing practices, including customer matching, retargeting, conversion tracking, programmatic buying and personalisation.
In Marketing We Trust said its analysis of the exposure draft against 32 common marketing activities identified potential impacts across practices including customer-list uploads into Meta Custom Audiences and Google Customer Match, modelled audiences, retargeting pixels and tags, conversion tracking and offline conversion uploads.
At the centre of the changes is the proposed treatment of consent and identifiers including cookies, device IDs and hashed email addresses.
The agency has also lodged a submission with the Attorney-General’s Department on the proposed reforms, with consultation on the exposure draft closing on September 18.
The September 30 briefing will be led by In Marketing We Trust CEO Paul Hewett and head of digital analytics Benoit Weber, who will outline what the proposed changes could mean operationally and what marketers should be doing now.
Hewett said marketers should begin preparing despite the reforms not yet being law.
“While these proposals are not yet law, this process is currently moving at pace and marketers should not expect a lot of breathing room, so it’s essential to get to grips with their implications now,” he said.
“We’ve identified impacts across many day-to-day practices which could well involve major overhauls on marketing operations, and the work will need to start soon to get ahead of the law and avoid large potential fines.”
The session is aimed at CMOs and marketing, digital, media, data and analytics leaders responsible for customer data, technology and activation.
The webinar will cover what marketers should address immediately, what can wait and where businesses should start when assessing their existing data and marketing operations.
The free session will run online from 11am to 12pm on September 30.
