Cate Sendall Headshot

Cate Sendall

Special Counsel

Call Cate +61 2 8915 1028
Call Cate +61 402 130 198

"Navigating the regulatory and compliance landscape can be a challenging and daunting experience for business in Australia. I advise clients from a range of industries to conduct business more effectively and with reduced risk."

Cate’s clients include manufacturers and suppliers of a wide range of consumer goods (including personal care and household products) and technology. She advises on all manner of regulatory and compliance matters, in particular, compliance with relevant industry regulations, licensing, packaging and labelling, advertising and marketing, responses to advertising complaints and e-commerce issues. Many of Cate’s clients are in the digital and direct selling sectors.

Cate regularly advises clients on all facets of privacy and data protection including drafting privacy documents, conducting privacy impact assessments and advising in respect of privacy aspects of transactions and commercial agreements. Cate regularly assists clients in very stressful times with responding to data breaches and complying with their privacy and data breach notification obligations.

Often her work relates to the Australian operations of large international businesses which involves her dealing directly with the global headquarters in taking instructions and providing advice.

Cate joined Addisons in 2005, prior to which she gained experience with a specialist intellectual property firm as well as with the Sydney office of an international firm.

Decathlon — provide the world’s largest sporting goods retailer with advice regarding all aspects of product regulation including design, labelling and product safety requirements.

Direct Selling — advise a number of global companies about establishing and maintaining their businesses in Australia, with many of these companies being involved in the direct selling industry. Advice has encompassed arrangements with distributors, Australian Consumer Law obligations, the assessment of compensation plans, the review of marketing collateral and responding to regulator queries.

Privacy Advice, Audits and Reviews — conducted numerous privacy audits and reviews to ensure compliance with Australian privacy obligations. Privacy work regularly undertaken includes the preparation of privacy-related documents (eg. policies, collection notices, data transfer agreements); advising in respect of privacy and data protection aspects of commercial arrangements; conducting privacy due diligence; advising about the applicability of the EU GDPR to Australian businesses; the rights of individuals and data breach obligations and reporting obligations. Our team has also completed cyber health reports for two ASX-listed companies.

Regulatory Compliance — advising regularly about regulatory matters affecting consumer goods, particularly in relation to cosmetics, complementary medicines and therapeutic goods.

SC Johnson — provided regulatory and compliance advice regarding product and label audits relating to their well-known household cleaning products.

Website and Application Development — advice and agreements regarding website and application development, contracts with users and consideration of legal obligations, such as Australian Consumer Law and privacy.

Committees and memberships

Member, Intellectual Property Society of Australia and New Zealand (IPSANZ)

Member, Women Lawyers’ Association of NSW


Direct Selling

Complementary Medicines




Therapeutic Goods and Cosmetics

Other areas of expertise

Commercial agreements

Consumer law

Pyramid schemes


Bachelor of Arts, University of New England

Bachelor of Laws, Macquarie University

Diploma of Education, University of New England