The Federal Government should move urgently to implement the recommendations of a new ACCC report into the monopoly dominance of Google in the advertising.

The Australia Institute’s Centre for Responsible Technology said understanding and regulating the hidden power of Google to collect and combine user data from multiple sources was a critical piece in addressing the broader issues of Big Tech power.

In particular, the Government should move urgently to:

• compel Google to be transparent with the way it collects and uses consumer data to target advertising
• impose ‘purpose limitations’ on the ability of Google to collect data from multiple sources, including search, geo-locations and email

“This report calls for a ceasefire to the data arms race which has seen Google dominate online advertising to the detriment of other market players and consumers,” said Peter Lewis, director of the Australia Institute’s Centre for Responsible Technology.

“Coupled with the upcoming privacy review, which we hope will take serious steps to build citizen rights around their data, this report has the potential to make a material difference to the way Google operates in Australia.

“In implementing the ACCC News Media Bargaining Code, the Morrison Government took world leading action to secure public interest journalism in the face of the monopoly power of Google and Facebook.

“This Government needs to show the same level of commitment to ensuring that these tech giants do not exercise monopoly power by virtue of their size.”

The ACCC Digital Advertising Services Inquiry final report can be found here.