In response to the increasing utilization of artificial intelligence, facial recognition, and connected devices, Australia is proposing significant amendments to its privacy legislation. The aim of these changes is to enhance the protection of personal data. Among the proposed reforms is the introduction of a ‘fair and reasonable’ test, which would require organizations to provide justification for the collection and use of personal information. Additionally, individuals would be empowered with a stronger right to demand the deletion of their personal data held by major digital platforms, and there would be more stringent requirements to ensure meaningful consent.
The Australian government is also focusing on bolstering safeguards concerning the use of personal data for targeted advertising, data trading, and activities related to artificial intelligence. These measures are intended to give Australians greater control over how their information is gathered, utilized, and disseminated. The push for these reforms comes in response to persistent privacy concerns among the Australian public, as government research indicates strong support for increased control over personal data and a legal mechanism to request its removal.
The issue of facial recognition technology is also being addressed in the proposed reforms. This follows heightened regulatory attention on the deployment of biometric data in public areas, including retail spaces. By reevaluating the use of such technology, the government seeks to ensure that privacy protections keep pace with technological advancements.
The government is currently inviting feedback on these legislative proposals, with the consultation period open until September 18, 2026. This process allows for public and stakeholder input before the legislation is finalized. Despite being in the consultation phase, the proposals signify a clear intention by the Australian government to reinforce privacy laws in the face of evolving digital technologies.