Marketing and Agencies Rally Behind ACCC Crackdown on Big Tech
Australia’s advertising sector is responding with cautious optimism to the ACCC crackdown on big tech. The consumer watchdog has proposed major reforms aimed at reining in digital giants like Google and Meta. Industry leaders hope these changes will bring needed transparency, competition, and better protection for brands and consumers.
Lexlab founder Alfie Lagos sees real promise in one recommendation: creating an independent dispute resolution body. He says too many brands already feel stuck in loops with bots over ad policy issues they never understood. He likens the experience to arguing with a vending machine. Lagos also supports new rules tailored to each platform and a broader ban on unfair trading practices. He notes that many brands currently lack insight into how their ads perform, what looks like performance may in fact be low-quality inventory dressed up as results.
Emilia Chambers of The Pistol believes these reforms offer real gains for consumers. She compares Google and Apple’s dominance in advertising ecosystems to supermarket giants like Coles and Woolworths, arguing that opening up these platforms could boost innovation, competition, and choice.
Other leaders add more layers. IMAA CEO Sam Buchanan says the reforms align with long calls for fairness and agency access to data. Media Words founder Elise Hedley-Dale calls for more than just regulation, she points to a culture that values clicks over context. Aaron Jansen of Bench Media urges agencies to help shape these reforms. Anhata Panuccio from Enigma stresses that better digital skills are also critical.
In short, the ACCC crackdown on big tech reflects a crossroads. Platforms can now be asked to share control, agencies can push for fairer access, and consumers can expect higher standards. The industry stands ready, this could mark the start of a fairer, more transparent advertising ecosystem.
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