In 2002 Kerry Packer sold his 50% stake in Acxiom back to the US parent company but they still operate in Australia. The list of companies who partner with Acxiom Include: Facebook, eBay, Prosper Insights & Analytics, RUN Advertising, Social Reality … etc
Following the Facebook & Cambridge Analytica scandal, Facebook said it will no longer offer an advertising option that exploits personal data provided by third-party aggregators, including Acxiom (US, UK, France, Germany & Australia), Epsilon (US), Oracle Data Cloud (US & UK), Experian, TransUnion and others.
Packer, ACXIOM, and the Shadow of 1984: Orwell’s Fiction Meets Reality
In a twist fit for a dystopian novel, Kerry Packer—Australia’s wealthiest media tycoon—teamed up with US data giant ACXIOM to create what privacy advocates are calling Australia’s own private Big Brother. Echoing George Orwell’s 1984, this data venture threatens to make every detail of Australian citizens’ lives open to commercial exploitation, exposing gaping holes in the nation’s privacy laws.
A New Big Brother in the Private Sector
On November 30, 1999, Mark Colvin of ABC’s PM presented a troubling glimpse into the growing influence of Packer and ACXIOM’s data warehouse. The partnership, headed by former Federal Liberal Party director Andrew Robb, aimed to consolidate a vast database containing electoral roll information, credit and mortgage records, retail habits, and even cultural preferences. In essence, this venture sought to build one of the most extensive personal data repositories ever compiled on Australians.
The venture, described by reporter Denise Knight, reflects the anxieties of the information age, where commercial power rivals governmental surveillance. In the 1980s, Australians rallied against the proposed Australia Card—a national identity card feared to usher in Orwellian state control.
Now, civil libertarians are raising the spectre of 1984 again, only this time the threat comes from a private empire. As Knight reported, Australia’s privacy laws, designed to protect against government overreach, offer little defense against corporate invasions.
Privacy Law Loopholes and a Commercial Free-for-All
Chris Puplick, the New South Wales Privacy Commissioner and a former Liberal Party senator, sounded the alarm on this unchecked corporate surveillance.
“It flows from the fact that the Commonwealth Government has dragged the chain for more than a decade on having decent privacy legislation,” Puplick told Knight.
“The States are still not prepared to have decent privacy legislation in relation to coverage of the private sector, and so needless to say, things like this spring up like weeds because nobody has been tending the garden.”
Without proper regulations, individuals could not access or correct the data stored about them, nor could they prevent their personal details from being sold to third parties.
The risks, Puplick warned, were immense: “Unlike government records, consumers will have no rights to know what is held in terms of data about them or to make corrections. Their information can be sold offshore without consent. And if mistakes lead to adverse credit ratings or blacklists, there’s no recourse—just consequences.”
A Risk with No Limits
For Puplick, the implications go far beyond consumer inconvenience. The centralized nature of such data allows the creation of precise behavioral profiles, potentially revealing whether homeowners have installed security systems, purchased high-end electronics, or travel frequently, leaving homes vulnerable. He noted, “I know whether their house is secure or not secure, because I can look in the building approvals from the local council.” In the wrong hands, such information could be exploited with devastating results.
Political Data Mining and Manipulation
Andrew Robb’s involvement in the venture added an unsettling political dimension. Robb’s background as a political strategist familiar with micro-targeting raised concerns that the data could be weaponized for political or commercial manipulation.
“Andrew’s a very skilful man,” Puplick said. “He knows exactly how to manipulate data in order to have the maximum impact on the thinking and behavior of individuals.”
The parallels to Orwell’s 1984 were not lost on Puplick, who emphasized that while Orwell’s Party exerted state control, Packer’s venture represented the new face of Big Brother: one driven by private profits and unchecked by effective legal protections.
The Danger of Neglecting Privacy Protections
In 1999, the Federal Government claimed to be drafting new privacy laws to regulate the private sector, but Puplick expressed skepticism. “The commercial invasion of privacy is already out of control,” he argued, and the government’s inaction had allowed ventures like Packer’s to flourish.
The absence of robust laws meant Australians were increasingly vulnerable to becoming commodities—data points to be bought and sold without their knowledge or consent.
Orwell’s Fiction Becoming Reality
The warnings from civil libertarians, politicians, and privacy advocates resonate today as they did in 1999. Orwell’s fictional world, where citizens’ thoughts and actions were monitored by the Party, serves as a grim reminder of what unchecked surveillance—whether by governments or corporations—can do.
The chilling prospect of Packer and ACXIOM’s database casts a long shadow, suggesting that Australians may not be as far from Orwell’s dystopia as they once thought.
In the end, Puplick’s words underline the core message: without urgent reforms, private-sector surveillance will continue to erode personal freedoms. As he succinctly put it, “When nobody tends the garden, weeds will grow.” And as Australia’s privacy laws lag behind the ambitions of the powerful, the line between Orwell’s fiction and reality grows disturbingly thin.
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The Promise of Privacy Controls in a Data-Driven Era
As Australia confronted the complexities of personal data collection in the late 1990s, Andrew Robb, chief executive of ACXIOM Australia, stepped forward to address growing concerns about privacy and corporate power.
Robb dismissed fears of unchecked surveillance, emphasizing that ACXIOM’s data practices were built on transparency, respect for consumer consent, and industry best practices. According to Robb, it made “commercial good sense” for companies like his to be at the forefront of privacy issues.
“We support privacy legislation,” Robb told PM’s Mark Colvin, asserting that the company was aligned with forthcoming government laws. While civil libertarians like Chris Puplick warned of privacy invasions spiraling out of control, Robb highlighted that his company had voluntarily adopted European privacy standards—the most stringent in the world.
“The technology allows the same controls we used in Europe to be implemented here,” Robb added, positioning ACXIOM as a responsible player in Australia’s evolving data landscape.
Despite Puplick’s warnings, Robb insisted that their operations were structured to protect individuals, not exploit them. He underscored that the data his company processed was primarily to help businesses consolidate customer information across internal divisions.
“Most of what we do is assist companies in getting a single view of their customers,” he explained. “This isn’t about broadcasting personal data but ensuring better service and trust between businesses and their loyal customers.”
Consent, Data Security, and Market Trust
One of the cornerstones of ACXIOM’s approach, Robb maintained, was customer consent. While Puplick criticized the lack of regulation in the private sector, Robb argued that new technology provided avenues to secure consumer control over their personal data.
“If someone says, ‘Yes, I want my details shared with companies aligned with my interests, but nowhere else,’ that can now be built into systems,” Robb explained. This shift, he argued, empowered consumers by offering them a say in how their data was used.
Robb also tackled concerns about offshore data handling, assuring Colvin that their systems were built to ensure data security. “Most of our business involves helping companies maintain a secure, corner-store view of their customers,” Robb explained.
“This knowledge gives businesses a competitive edge, and companies guard their data with a passion.” He emphasized that the fear of data being sold or misused was misplaced, as businesses relied on customer trust to remain competitive.
Nevertheless, Robb acknowledged the inevitability of cross-border data flows in a globalized world. He stressed that responsible companies must take steps to ensure that privacy remains protected across jurisdictions.
“We’ve worked with the government and industry bodies to develop standards that meet both business needs and privacy expectations,” he said, underlining his company’s active role in legislative processes.
Addressing Misconceptions and Blacklist Fears
Robb was quick to dispel one of Puplick’s most troubling warnings: the possibility of individuals being blacklisted by mistake. According to Robb, this concern was unfounded, as credit referencing—the primary domain where blacklists arise—was already regulated by strict privacy laws.
“Credit referencing is a vital part of fraud prevention and operates under well-established privacy laws,” Robb noted, emphasizing that ACXIOM’s work did not involve credit data.
He assured Colvin that ACXIOM had already implemented voluntary measures to ensure consumers could access and control their information. “Anyone can find out what information is held about them and request its removal,” Robb explained, underscoring his company’s commitment to transparency.
He also expressed full support for new privacy legislation, revealing that he had recently joined the board of the Direct Marketing Association to help shape the regulatory framework.
Robb dismissed the notion that ACXIOM had anything to fear from stricter privacy laws. “On the contrary, legislation reinforces the trust we aim to build with consumers,” he said. By ensuring that customers only receive relevant offers tailored to their interests, Robb argued, businesses could enhance their relationships with consumers while reducing the annoyance of unwanted marketing.
“It’s about moving from a product-focused approach to a customer-focused one,” he explained, framing targeted marketing as a way to deliver value rather than invade privacy.
The Future of Data in Australia – Balancing Innovation and Privacy
As Australia prepared for new privacy regulations, Robb painted an optimistic picture of a future where businesses, consumers, and regulators work in harmony. He argued that responsible data management was essential not just for privacy but also for economic growth.
“If consumers are happy to receive relevant offers, everyone wins,” he remarked. “Our job is to ensure that people are in control of the information they share, and in doing so, we build trust in the marketplace.”
Robb’s vision centered on the idea that data, when handled responsibly, could enhance both business efficiency and consumer satisfaction. He cited examples where customers benefitted from better service because companies could recognize their loyalty and tailor their offerings accordingly.
“If you’ve been with a bank for 25 years, you want the insurance arm of that bank to know and treat you accordingly,” Robb explained, highlighting how integrated data could improve the customer experience.
While critics feared the rise of a corporate Big Brother, Robb argued that these fears misunderstood the nature of modern data practices. “The data we handle is not about exploiting individuals but empowering businesses to serve them better,” he insisted.
Robb believed that companies like ACXIOM were leading the way in developing systems that balanced innovation with respect for privacy. “With the right frameworks in place, data can be a force for good,” he concluded, expressing confidence that Australia’s privacy landscape would soon reflect the best practices seen in Europe.
Trust, Transparency, and the Road Ahead
Andrew Robb’s responses to concerns about ACXIOM’s data operations offer a glimpse into the challenges of balancing privacy with commercial interests in the digital age. While civil libertarians like Chris Puplick warned of potential abuse, Robb framed ACXIOM’s efforts as a model of responsible data management. He emphasized that trust and transparency were not only ethical imperatives but also essential for business success.
As Australia moved toward stricter privacy regulations, the debate between corporate innovation and consumer protection remained unresolved. Robb’s optimistic view underscored the belief that technology could empower individuals, but only if businesses and regulators worked together to create systems that respected privacy while enabling growth.
Whether Australia’s privacy framework will live up to these ideals remains to be seen, but one thing is certain: the tension between innovation and privacy will continue to shape the future of data in the 21st century.
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