Australia: Adopted OAIC guidance on third-party tracking pixels and privacy compliance

On 4 November 2024, the Office of the Australian Information Commissioner (OAIC) adopted a guidance for private sector organisations on the use of third-party tracking pixels on websites. The guidance outlines the necessary considerations to ensure compliance with the Privacy Act and the Australian Privacy Principles (APPs). It emphasises the importance of conducting due diligence, adopting a data minimisation approach, ensuring sensitive information is not disclosed without consent, and maintaining transparency in privacy policies regarding the use of tracking pixels. Additionally, it addresses obligations related to direct marketing, overseas disclosure of personal information collected via tracking pixels, and the regular review of tracking technologies to ensure ongoing compliance with privacy obligations.