Spotlight on Regulation: Navigating Change With ADMA’s New Regulatory Affairs Head
 

In the first in our new series profiling the people working on Australia’s regulatory changes we talk to ADMA’s newest recruit, Sarah Waladan, who joined in January as the Head of Regulatory and Advocacy. She unpacks her priorities for the role, delves into a few career highlights and explains why upskilling is critical to ensure businesses manage legal risk, in the future marketing landscape

To start, could you share a little about your career journey and what led you to this exciting role at ADMA?

I’m passionate about communications law and policy - it’s such a dynamic field, constantly evolving alongside technological advancements. My journey began in copyright law, which expanded into broader media law and policy during my time with Free TV. There, I delved into the wide range of regulatory issues that impact media companies, including content regulation and advertising issues, and how businesses balance a diverse range of community expectations and standards while at the same time delivering valuable products and services.

Later, at the Interactive Advertising Bureau (IAB), I shifted focus to the advertising side, which was a great learning curve. I also collaborated with the ADMA team during my time there, on panels and industry discussions. So when this opportunity at ADMA came up, it felt like the perfect next step - especially given the slightly different focus, the importance of the work being done and the opportunity to work with the amazing team here.

Looking back, what have been some of the landmark moments of your professional journey so far?

There have been a few! One key milestone was my work on the Privacy Act reform at the IAB. Helping businesses navigate complex privacy regulatory proposals and advocating for a framework that aligns with consumers’ expectations  was incredibly interesting. I’m looking forward to continuing this work with ADMA as the next tranche of reform moves through Parliament.

At Free TV, I was involved in advocating for reforms to a range of outdated regulations that were stifling the industry, ensuring they were more aligned with the modern-day consumer and industry needs. Collaborating with regulators like ACMA to develop and refine codes of practice and updating the Australian content framework are examples of some highlights.

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?

Privacy reforms are high on the list of priorities for industry, with the Government last year indicating that it would press ahead with tranche 2 imminently.  However there are a range of issues that could have implications for marketers and their businesses more broadly, including AI regulation, the Government’s proposals regarding ‘unfair trading practices’ and others.

These potential changes will challenge regulators and businesses to get the balance right – facilitating more responsible practices on the one hand, whilst enabling businesses to be commercially effective on the other.

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

The evolving privacy legislation presents a significant challenge. It’s a vast overhaul, requiring businesses to align their systems, data practices, and IT with the new obligations. Beyond compliance, marketers must adapt to shifting consumer expectations. Being attuned to these changes and aligning practices with both regulatory standards and community expectations will be key.

Even without immediate legislative updates, regulators are continually refining how existing laws apply to new technologies, and challenging the scope of their application in the courts, so staying informed and agile is crucial. That is where ADMA’s suite of education products can help anyone needing to upskill.

You’ve joined ADMA at a pivotal time for privacy and data regulation in Australia. What are your priorities as you step into this new role?

My immediate focus is on understanding the landscape from an ADMA perspective and getting up to speed with ADMA’s processes, meeting stakeholders and aligning priorities. In terms of regulatory focus, privacy, AI, and unfair trading practices are high on the agenda as these are all being looked at closely by the government at the moment.

Alongside these regulatory priorities, my other priority is to ensure businesses have the tools and knowledge they need to navigate these changes effectively, and I’m very fortunate that ADMA has a strong background in this kind of work.

How do you see ADMA’s advocacy efforts contributing to building trust and responsible marketing practices across the industry?

ADMA plays a dual role: helping regulators understand industry practices to assist them in making effective legislation which is fit for purpose; and helping the industry to implement the laws by setting best practices and creating guidance to help marketers adhere to them.

By fostering open discussions, setting industry best practices and ensuring alignment with consumer expectations, we will continue to build trust with consumers. Ultimately, proactively adopting responsible marketing practices not only benefits businesses, but also reassures consumers that their rights and interests are prioritised.

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

I think it will be a mix of continually evolving technology, an updated regulatory framework, and changing consumer expectations.

Technology will always outpace regulation and marketers need to balance what they can do with what they should do. Building and maintaining consumer trust will remain the cornerstone of sustainable marketing practices.

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

Industry bodies like ADMA serve as a vital bridge - synthesising and informing industry about complex regulatory changes, helping industry with the practical implementation of these changes and providing a platform for businesses to collaborate on future-focused solutions. Importantly, ADMA can ensure the industry has a unified voice in critical discussions while providing members with guidance and support to navigate challenges effectively.

Beyond all that it’s important to have organisations like ADMA driving standards and best practices, including by creating educational platforms to help upskill marketing teams. In this rapidly evolving landscape, learning and development will be a critical focus for ADMA to ensure it is meeting the needs of industry and promoting regulatory compliance.

Lastly, what do you enjoy doing outside of work?

I’m an avid runner, having completed a few half-marathons, the last one was up Mount Kosciuszko last year. I love hiking, skiing, and indulging in the occasional Netflix binge. I also love the Silver Screen - the Sydney Film Festival is always a huge highlight for me. I find it’s a great way to recharge and get inspired.