Regulatory Spotlight: Data privacy, AI and compliance with Kate Friedrich

In this edition of ADMA’s Regulatory Spotlight, we speak to Kate Friedrich, Head of Legal, Cyber, Data & Privacy at Qantas, on the evolving compliance landscape, the implications of AI legislation and how marketers can stay ahead of privacy regulation. 

To start, could you share a little about your career to date?

Absolutely! I started in private practice as a TMT lawyer, where I developed my interest and expertise in data law. This was during the early days of consumer privacy regulation, when we were still talking about one-page privacy policies and basic email marketing. 

After that, I moved into the privacy regulator’s office, responding to major data breaches just as new legislation was being introduced. That role also coincided with ubiquitous, data heavy technology offerings, SaaS, cloud, and whole of business IT outsourcings, so the work was incredibly dynamic. 

Then I joined the telco industry, which gave me exposure to a wide breadth of technology, data, and marketing projects. Now at Qantas, I’ve had the opportunity to support both data infrastructure and customer operations, working closely with our marketing and innovation teams, including Qantas Loyalty.  

What have been some of the professional highlights along the journey so far? 

I loved being part of the National Broadband Network rollout. It was a major infrastructure project that touched almost every Australian household and relied heavily on data. It was really fast paced and satisfying work. 

Being embedded in the Qantas Group business has been fantastic too. We have had such an interesting few years, and I love supporting our businesses and operations end to end. It’s a unique organisation that most Australians feel connected to, and the diversity of our product and service offering is phenomenal. 

The regulatory landscape is rapidly evolving. What do you think are the most significant regulatory changes that are coming and how do you see them impacting the industry? 

There’s a lot happening, but for me, the big one is the potential introduction of the ‘Fair and Reasonable’ test under the Privacy Act. 

It would place a much greater emphasis on whether data use is truly in the consumer’s interest and drive real accountability. It could become a competitive differentiator for organisations that get it right. 

The statutory tort for serious invasions of privacy is also significant, and we can’t ignore the developments in AI regulation. All these changes will shift engagement strategies and ways of working for marketers. 

What do you see as the biggest challenges for marketers navigating today’s regulatory and consumer trust environment? 

One of the biggest challenges is the sheer breadth and overlap of regulatory regimes marketers have to factor in. Privacy obligations, spam rules, AI regulations (emerging both locally and internationally) and evolving expectations around consumer protections and ethical data use. 

On top of that, marketers are faced with changing consumer behaviours. It’s a complex landscape.  
 

What is one thing you wish marketers understood better about privacy regulation? 

That it doesn’t need to be overcomplicated.  

A helpful starting point is viewing data practices through the lens of the consumer - if something would feel intrusive or unfair from the consumer’s perspective, it’s likely worth reconsidering. 

It’s also not something marketers need to navigate alone. Working closely with legal and privacy teams makes a significant difference. Knowing who within the organisation can offer the right guidance is key, and what processes exist to support you. And open communication with your compliance and enablement teams is essential to getting campaign execution right. 

What advice would you give to marketers looking to build their understanding of regulatory matters? 

Resources from organisations like ADMA can provide a solid starting point. They’re practical, accessible and pitched at the right level to support informed decision-making. From there, it becomes easier to work out where additional insight or tailored guidance might be needed. 

Regulator guidance material can also be helpful reading.  

What do you think will have the biggest impact on data-driven marketing over the next five years? 

Changes to the Privacy Act and emerging AI legislation are the frontrunners. 

For companies marketing outside of Australia, there’s also the challenge of navigating global regulatory regimes - some more complex, some overlapping. All of this is happening alongside exponential developments in technology, particularly AI. So, there is a constant evolution in both regulation and capability that’s going to reshape the way marketers work. 

Why do you think organisations like ADMA are so crucial for the marketing and advertising industry? 

ADMA can provide a cross-industry, well-developed perspective that helps marketers understand the broader picture. The insights for members and shared learnings are invaluable.  

ADMA also plays a crucial advocacy role, working with government and industry to make sure that regulations are representative of industry, well-shaped and understood.  

Lastly, what do you enjoy doing outside of work? 

I’m a big Formula 1 fan - especially exciting now that we’ve got an Aussie winning some races! 

I also love cooking and lateral thinking puzzles. And of course, shameless plug, heading off on Qantas or Jetstar whenever I can.