IMAA sets privacy benchmark for indie agencies ahead of reforms

Independent Media Agencies of Australia (IMAA) has released its first-ever Data Governance and Privacy Guiding Principles, giving independent media agencies a practical framework to manage data responsibly as national privacy reforms gather pace.

The principles, developed with IMAA members and governance and privacy advisory firm FMA Consulting, aim to establish a consistent, industry-wide approach to how data is collected, used and protected across media, data, analytics and technology operations.

The framework aligns with existing guidance from the Office of the Australian Information Commissioner, global privacy best practice and anticipated changes under the Australian Government’s Privacy Act reforms. Those reforms are expected to expand the definition of personal information, tighten consent requirements, introduce new expectations around fairness, and strengthen rules governing targeting, profiling and consumer rights.

IMAA’s 12 guiding principles cover areas including privacy-by-design across workflows, legal and consent-based data use, ethical audience targeting, digital supply chain transparency, vendor accountability, data security and audit readiness.

IMAA CEO Sam Buchanan said strengthening privacy and data governance had become essential for independent agencies as client expectations and regulatory scrutiny increase.

“Australian independent media agencies are founded on trust, transparency and strong client relationships,” Buchanan said. “That’s why strengthening privacy and data governance is now essential for protecting that trust, maintaining competitive advantage and ensuring long-term success.”

He said the framework is designed to support agencies across the full media lifecycle, from planning and buying through to optimisation, reporting, measurement and client conversations around consent and data use.

The principles build on IMAA’s AI Guiding Principles released in 2024, which focused on responsible and ethical use of artificial intelligence while positioning AI as a capability to empower independent agencies through collaboration and shared tools.

FMA Consulting founder and director Shannon Fitzpatrick said the framework reflects a broader industry shift toward privacy-first operations.

“Independent agencies need practical, commercially grounded guidance to navigate evolving expectations with confidence,” Fitzpatrick said. “These principles are designed to help embed responsible data use into everyday decision-making.”

With the second tranche of Privacy Act reforms expected to further strengthen consent rules and consumer protections, IMAA said early preparation will be critical for agencies seeking to remain compliant and competitive.