2 signals tagged advertising

The government has released the Digital Duty of Care exposure draft, proposing stronger safety responsibilities for online services. Its “My Feed, My Way” proposal would give social media users a choice over personalised recommendations in their default feed.

My read: brands relying on recommendation-led discovery should watch this closely. Greater choice over feeds could change organic reach and the balance between creator partnerships, paid media and owned audiences. The way platforms distribute attention is becoming a regulatory issue with commercial consequences.

This is proposed online-safety legislation. Feedback on the draft closes at 12pm on 22 September 2026.

Read the exposure draft.

The OAIC has released the draft Children’s Online Privacy Code. Its proposed direct-marketing rules require consent, consistency with the child’s best interests, and personal information collected directly from the child.

For marketers, this goes to how younger audiences are built and reached. My starting point would be the apps, games and websites children actually use, then the data collection and advertising integrations behind them. For services covered by the Code, those choices could change which audience-building and personalisation practices remain workable.

The Code must be finalised and registered by 10 December 2026. The consultation is an opportunity to test the proposals against those workflows.

Read about the Code.