Disclosure statement Tiberio Caetano is Chief Scientist of Gradient Institute. Gradient Institute is an independent non-profit and registered charity that researches, designs and develops ethical AI systems, and provides training in how to build accountability and transparency into machine learning systems. Gradient Institute receives funding from IAG and support from University of Sydney and ANU. The work referred to in this article was partly funded by a grant from the Consumer Policy Research Centre administered through the Australian Human Rights Commission. Bill Simpson-Young is Chief Executive of Gradient Institute. Gradient Institute is an independent non-profit and registered charity that researches, designs and develops ethical AI systems, and provides training in how to build accountability and transparency into machine learning systems. Gradient Institute receives funding from IAG and support from University of Sydney and ANU. The work referred to in this article was partly funded by a grant from the Consumer Policy Research Centre administered through the Australian Human Rights Commission.