The fair and reasonable test: What it means for your business

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This introduces a more complex dynamic for businesses that have historically relied on broad consumer consent. Now, even with explicit consent, businesses must ensure their data practices are justifiable in a broader sense. This could potentially limit the scope of personalised marketing and the use of third-party data, leading to more conservative data handling practices.

I’ve also discussed the potential impact of the “fair and reasonable” test and why businesses need to move to a transparent and justifiable method of using personal data. This shift is critical as organisations must now consider not only whether they have obtained consent but also whether their data practices align with consumer expectations.

Lessons from international markets
Australia is not alone in grappling with the complexities of paraguay mobile phone numbers database modern data privacy. Other countries have faced similar delays and challenges when implementing new privacy laws.

For example, in the United States, the California Privacy Rights Act (CPRA) has undergone numerous updates, and litigation has delayed key provisions. The situation in Europe is comparable, as the GDPR took six years from its initial proposal in 2012 to full enforcement.

These international examples show that privacy reform is often a long and drawn-out process, but businesses that act early will be better prepared.