Too much information? Consumer attitudes to data, privacy and digital advertising in Hong Kong and Australia*

Chapter 14, by Julie Bilby and Vicky Ng, addresses the crucial challenge of data privacy within digital and data-centric advertising. The chapter presents empirical evidence from a transnational study focusing on consumer perceptions of data privacy in digital advertising, comparing Hong Kong and Australia. It explores ancillary issues like brand safety, surveillance and personalisation, alongside broader themes such as the “privacy paradox”. Bilby and Ng’s comparative analysis reveals diverse conceptualisations of privacy among consumers and within different regulatory frameworks. Their findings highlight how data concerns manifest in behaviours like ad blocker usage and shifts towards subscription-based content. The chapter underscores the real-world implications of digital advertising, including risks like fraud, identity theft and fake news. It points out the gap between consumer awareness of these risks and their actual online behaviours. Bilby and Ng advocate for more engaging, entertaining and responsibly managed digital advertising to address consumer anxieties and enhance the digital ecosystem.