IMAA backs ACCC push to rein in digital platforms

The Independent Media Agencies of Australia (IMAA) has thrown its support behind the ACCC’s call for sweeping reform of Australia’s digital advertising and media platforms, backing recommendations that target anti-competitive behaviour, data access inequities and opaque supply chains.

The final report of the ACCC’s five-year Digital Platforms Inquiry outlines a roadmap for regulation, including upfront rules for dominant platforms like Google, Meta and Amazon to prevent unfair trading practices and strengthen transparency across the ad tech ecosystem.

IMAA CEO Sam Buchanan said the reforms would be a crucial step toward fairer competition and a more accountable digital media environment.

“As Australia’s largest media industry body, we believe that meaningful reform must prioritise transparency, consumer trust and fair access, especially for the independent sector, which continues to deliver agile, accountable and innovative solutions for Australian businesses,” he said.

“We look forward to working with the government and regulators to ensure the reforms don’t just tame the giants but empower the indies.”

The IMAA backed several of the ACCC’s key recommendations, including enforceable platform-specific conduct codes, transparency across the Google ad tech stack, and action against consumer manipulation tactics such as subscription traps, dark patterns and fake reviews.

The IMAA also endorsed stronger oversight of emerging risks in generative AI, cloud computing and retail marketplaces, as well as the continuation of the cross-agency Digital Platform Regulators Forum.

Buchanan said the recommendations directly reflected the daily challenges faced by independent agencies competing against global platforms and holding groups with privileged access and pricing.

“Independent media agencies often face systemic disadvantages. Clearer rules level the playing field,” he said.

“Independent agencies are critical to the health, diversity and innovation of the Australian media and advertising industry. We encourage the Federal Government to act swiftly on the ACCC’s recommendations and ensure that upcoming reforms prioritise transparency, accountability and equitable access.”

“The IMAA stands ready to engage constructively with government, regulators and industry stakeholders to help shape a regulatory framework that protects consumers, supports innovation and ensures a vibrant, competitive digital ecosystem for the future.”

The ACCC’s chair, Gina Cass-Gottlieb, said existing laws had failed to prevent harmful practices and that a stronger framework was needed.

“Digital platform services are critically important to Australian consumers and businesses and are major drivers of productivity growth in our economy,” she said.

“While these services have brought many benefits, they have also created harms that our current competition and consumer laws cannot adequately address.”

The ACCC’s final report concludes its five-year Digital Platform Services Inquiry and calls for targeted legislation to boost competition and consumer protections in digital markets.