Since the Human Rights Review Tribunal's 2015 decision in Hammond v Credit Union Baywide humiliation, loss of dignity and injury to feelings under the Privacy Act 1993 has developed as one of the most generous heads of compensation available in New Zealand for non-pecuniary losses. The current approach to quantifying damage emphasises the blameworthiness of defendants and other external factors rather than the impact of privacy breaches on the complainant. That approach is likely to continue under the materially identical Privacy Bill. It is suggested that this approach misapplies the compensatory provisions of the Act and has led to compensation awards that are considerably more generous than those available for emotional harm in other contexts, including the damages available in tort for invasion of privacy. The awards available suggest that complainants will increasingly claim under the Act even where other causes of action are available. The impact of Hammond has also been felt in analogous fields, particularly human rights and, to a lesser extent, employment law, which have responded to the increased awards under the Act by adopting the Hammond methodology and, to some extent, increasing the compensation awards made.