The Independent Media Agencies of Australia (IMAA) has released its first-ever Data Governance and Privacy Guiding Principles, positioned at helping independent media agencies navigate Australia’s evolving privacy and regulatory landscape.
Developed in collaboration with IMAA members and governance and privacy advisory firm FMA Consulting, the framework provides practical guidance on responsible data use, governance and transparency, as the sector prepares for upcoming Privacy Act reforms.
Responding to rising privacy expectations
The new principles are designed to create a consistent understanding between agencies and clients on how data is collected, used and protected, while embedding privacy-first practices across media, data, analytics and technology operations.
The framework aligns with existing Australian Privacy Principles overseen by the Office of the Australian Information Commissioner, as well as leading global privacy standards.
It also looks ahead to anticipated changes under the Australian Government’s ongoing Privacy Act reforms, which are expected to introduce broader definitions of personal information, stronger consent requirements and tighter rules around targeting and profiling.
The first tranche of reforms was released in late 2024, with a second tranche expected to further expand consumer rights and consent obligations.
What the principles cover
The 12 Data Governance and Privacy Guiding Principles address areas including privacy by design across workflows, legal and consent-based data use, ethical audience targeting, digital supply chain transparency, vendor accountability and due diligence, data security and audit readiness.
IMAA said the framework is intended to help agencies prepare early to remain both compliant and competitive as regulatory and platform expectations continue to shift.
Building on existing AI guidance
The release follows the IMAA’s AI Guiding Principles, introduced in 2024 to support members in adopting responsible and ethical AI practices. Together, the two frameworks are designed to give agencies clearer guardrails as data, technology and regulation increasingly intersect.
IMAA CEO Sam Buchanan said strengthening privacy and data governance was critical to maintaining trust in the independent agency sector.
“Australian independent media agencies are founded on trust, transparency and strong client relationships, which have been critical to their success,” Buchanan said.
“That’s why strengthening privacy and data governance is now essential for protecting that trust, helping agencies to maintain a competitive advantage and ensuring their long-term success.
“These principles are designed to help agencies navigate the complexities of data governance and privacy, giving them a clear framework for embedding privacy-first practices and a deeper understanding of the landscape today, and where they may want to go next.
“We encourage our members to use these principles to guide their operations – from their planning, buying, optimisation and reporting workflows, to improving pixel tracing and measurement governance; these principles will be vital in supporting transparent client conversations on consent and data use.
“The new principles are part of the IMAA’s commitment to providing practical tools and education for our members, along with access to trusted expert guidance. This is what sets the independent media agency sector apart in our industry.”
Industry support for the framework
FMA Consulting founder and director Shannon Fitzpatrick said the principles reflect a broader industry shift toward privacy-centric data practices.
“It’s great to see the IMAA prioritising this critical industry shift towards more privacy-centric and responsible data practices,” Fitzpatrick said.
“FMA Consulting is proud to support this work, with a practical and commercially grounded set of data governance and privacy principles, designed to help independent agencies navigate evolving expectations with confidence, and embed responsible data use into everyday decisions.”
View the full principles here.
Top image: Sam Buchanan