In its recent Digital Platforms Inquiry — Final Report, the Australian Competition and Consumer Commission (ACCC) made recommendations for the reform of the Privacy Act 1988 (Cth) to provide for better mechanisms for ensuring consumer consent to data collection practices and to the Australian Consumer Law (ACL) to strengthen the protection for consumers against overreaching data collection practices. Such reforms would certainly be timely, given growing concerns about data protection and privacy in the provision of online services to consumers.