This essay delves into the critical aspects of IT professionalism and ethics, focusing on digital privacy within the Australian context. It begins by emphasizing the importance of online privacy for individuals and highlights recent privacy breaches, particularly those related to loyalty programs launched by Coles and Woolworths. The essay defines digital privacy, distinguishing it from general privacy, and outlines the role of the Privacy Act 1988 in Australia. It examines the potential impacts of losing online privacy, including threats to communication, location, and data privacy. The essay explores security measures such as strong passwords and two-factor authentication, while also considering the varying levels of privacy required for different individuals, including VIPs. It provides an analysis of the Coles and Woolworths loyalty program data breaches, discussing their implications and the need for legislative action and public awareness. The essay compares the Privacy Act 1988 with the General Data Protection Regulation (GDPR), highlighting key differences and similarities, and concludes by reiterating the importance of individual responsibility and legislative reform in safeguarding digital privacy.