The Association of Market & Social Research Organisations (AMSRO) is the peak industry body for market and social research organisations in Australia. In 2003, AMSRO launched its own industry-specific privacy code, the Market and Social Research Privacy Principles. In 2014 it was the first (and only) industry body to register a non-mandatory APP industry privacy code under Australia’s new privacy legislation. This article explains why that was done and the benefits of this approach.