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Inadequate data protection and privacy practices, along with a lack of demonstrated efficacy, are hindering the beneficial implementation of digital technologies in mental healthcare and the sustainable growth of an e-mental health industry. As the European Union (EU) develops policy actions for a comprehensive mental health strategy, it is crucial to incorporate a strong framework for e-mental health addressing these concerns from the onset. Australia is a frontrunner in e-mental health, its regulatory initiatives can inform the debate due to its more advanced state. While the EU adheres to a strict distinction between medical devices and consumer health/well-being products, Australia adapts the medical devices legislation to e-mental health tools by introducing a ‘conditioned exemption’. Concerning matters of privacy and data protection, however, the EU has suitable legal instruments sui generis (eg a GDPR-code of conduct and/or a GDPR certification scheme)—they just need effective implementation. Digital technologies have made a significant impact on the mental health sector, and they are likely to continue doing so. Despite the increasing demand for e-mental health solutions, there are concerns regarding poor privacy and data protection practices, as well as a lack of evidence to support their effectiveness. Both are considered impediments to fully reaping the benefits of digital technologies in mental health. European Union (EU) policymakers are currently developing actions for a comprehensive mental health strategy. It would be prudent to incorporate a robust regulatory framework for e-mental health from the outset in order to encourage a sustainable European industry for e-mental health. Partially, this framework can take recourse to existing legal instruments available under current EU data protection law, while also taking inspiration from recent regulatory efforts in Australia. The focus of this article is on the grey zone between classified medical devices and simple consumer health products. Whereas the EU adheres to a strict distinction between these two categories, Australia adapts the regulations for medical devices to the needs and specificities of e-mental health tools by assigning them their own niche within the medical devices systematics under a ‘conditioned exemption’. With regard to devices beyond the scope of the medical devices legislation, Australia is implementing a coordinated regime of complementary regulation of sectoral standards combined with an accreditation scheme. To a certain extent and its data protection-related aspects, this coordinated regime shows conceptual similarities with co-regulatory instruments under EU data protection law, such as a sector-specific data protection code of conduct and a data protection certificate. Digital technologies have reached the mental health sector, and they have come to stay. A general trend for digitalization in all spheres of being as well as specific advancements in emerging mental technologies, such as emotion technology and neurotechnology, have aligned and are driving what can be called a technological revolution in mental health. The COVID19-pandemic, too, has contributed its part. A noteworthy increase in demand collided with a sector that has been suffering from undersupply already before the beginning of the pandemic; the sudden disruption of (so-far) common forms of service due to lockdowns even exacerbated the situation.1 In addition, the media coverage has supported a growing overall awareness about mental health and a boost in e-mental health tools. E-mental health tools have become a serious market segment. 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