The ACCC this week announced Federal Court proceedings against Google, alleging that Google misled Australian consumers to obtain their consent to link personal Google account information with the information collected on non-Google sites by its DoubleClick technology. This doubtless improved the efficiency of Google’s ad targeting, but the ACCC questions whether Google obtained explicit informed consent.
This action opens up another front in its battle with the global platform providers. The ACCC and the federal Government have already decided to impose mandatory
business practice regulation in the advertising market. This new action is focussed on data protection. However, the ACCC noted in its July 2019 Platforms
Inquiry report that these areas interact and reinforce one another, so this action should be seen a part of a suite of measures designed to address market
power in the advertising industry.
In our view, the platforms’ expansion is just getting started. We think they plan to extend their reach into a
host of traditional sectors, including finance, retail and logistics. To read our report on the scope of the global platforms’ ambition, click here