Regulatory Spotlight: Understanding privacy, AI and data accountability with Suncorp’s Lachlan Rees

This month’s ADMA Regulatory Spotlight features Lachlan Rees, Manager – Government and Public Policy at Suncorp. Lachlan discusses the latest regulatory challenges facing marketers, opportunities for growth through transparency and why proactive engagement with regulation is key.

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

I started my career working in private practice law for over seven years, primarily managing professional indemnity claims. While my clients were insurers, I represented a wide range of professionals, including medical practitioners, hospitals, architects, building surveyors and accountants.

In 2017, I joined Suncorp to take on a more proactive role, moving away from legal work to focus on influencing policy and regulatory change. My current role involves linking Suncorp with government, industry bodies, consumer groups and other external stakeholders.

Part of that work involves identifying where regulatory change is needed and advocating for those changes, as well as seeking to shape other changes to achieve intended objectives without adverse outcomes for customers or business.

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

The moments that stand out to me are when the work I’m doing makes a tangible difference - particularly for our customers and their communities.

One example is establishing a partnership to help train the next generation of Indigenous fire practitioners, preserving ancient knowledge to manage the environment and reduce bushfire risk. Another is when we started to recognise a world-first bushfire resilience rating system in our products, recognising where customers are improving their resilience to disaster events.

On the regulatory front, in financial services there’s constant focus on regulation and a seemingly never-ending list of reforms. There’s some satisfaction in finding unexpected alignment with consumer groups or ‘unexpected friends’ to shape a reform or drive

change across industry to improve outcomes for consumers, especially when you can find a balance between improved outcomes and freedom to innovate.

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?

The two biggest changes on the horizon are Privacy reforms and the introduction of unfair trading practices. Both of these are significant because they require businesses to reassess how they operate, especially when it comes to data handling and customer interactions. In particular, Privacy reforms will mean unpacking business processes to be clear on purpose for collection and use, providing transparency and consumer choice.

AI regulation is another emerging area, but with less certainty at the moment as the government is still figuring out whether to regulate only high-risk scenarios (such as financial and health use cases), or possibly take a broader approach.

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

Becoming comfortable with transparency. While consumers are sharing more than ever, they’re also more aware of the risks of sharing data online, scams and naturally questioning why companies want information. Transparency will be crucial to not just complying with regulatory requirements, but also regaining and building trust with consumers.

As privacy regulations evolve, organisations will need to clearly communicate what they are doing with data, giving customers the ability to make informed choices. The key is to be upfront and transparent – building trust through transparency will ultimately create more opportunities if customers feel secure about how their data is used and managed. This will also help to demonstrate to regulators and policymakers that the sector can be trusted to do the right thing.

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

Although privacy regulation might seem dry or irrelevant, it’s actually an opportunity. Understanding the new requirements forces you to know your business and your customers better. It’s about more than compliance; it’s about creating trust and building stronger relationships with your customers by demonstrating that you value their data and handle it responsibly.

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

My main advice would be to ask questions and stay curious.

Marketers should talk to legal, compliance and risk advisors and make use of resources from ADMA and regulators like the OAIC. Engage with their guidance to understand how regulation shapes the broader environment, not just specific campaigns.

Think beyond individual projects - almost everything a marketer does interacts with regulation in some way. Understanding these boundaries can help you spot both risks and opportunities. Regulation is not something to be afraid of, but rather as a framework to help drive innovation and build trust when managed well.

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

Transparency will be the driving force. As consumers become more aware of how their data is used, driven partly by high-profile data breaches and scams, businesses will need to be upfront about data practices. It’s about making sure that customers understand and agree with how their data is used, which will be crucial for building trust and maintaining customer relationships.

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

Active peak bodies like ADMA play a vital role in representing the sector to government and policy makers, especially as marketing and advertising become more visible in regulatory discussions.

ADMA helps the industry communicate the impacts of proposed changes, like privacy regulations, on customer experience and business practices. They also support education and awareness initiatives, helping the industry adapt to new standards and practices.

Lastly, what do you enjoy doing outside of work?

I have two young kids, so they keep me pretty busy. I enjoy cooking, reading, travelling and running - though fitting it all in can be a challenge! It’s about finding those little moments that recharge you amidst all the usual week-to-week commitments.