This submission responds to the digital advertising services inquiry being conducted by the Australian Competition and Consumer Commision. It is positive about the inquiry to date and its efforts in setting a high bar for countries around the world to begin to tackle the monopoly power of big tech and resulting consumer harms.

The submission emphasises the need for a rights based approach to privacy. It makes a number of recommendations related to:

• data portability and interoperability
• data collection and use
• enforcement and penalties for non-compliance
• enhanced transparency measures
• the impacts of implementing a common user ID.