Data ethics

This article is part of a series of articles on data ethics. Read more.

Need to know

  • The General Data Protection Regulation (GDPR) has become a de facto global privacy standard; Canada and California have since both proposed introducing similar regulations, and Apple has announced plans to roll out its GDPR compliance solution worldwide.
  • Some adtech firms such as Drawbridge, a cross-device tracking company and Verve, a location data firm, had to close their EU businesses due to the inability to comply with GDPR demands (although they are still bound to comply if they are marketing to audiences in Europe).
  • The Information Commissioner’s Office (ICO) is using the powers at its disposal to punish offenders such as Facebook and Equifax for failure to comply with GDPR.
  • Marketers and consumers are becoming increasingly optimistic about the benefits of GDPR. A study shows it has increased consumer trust in brands and has helped drive better customer engagement for email marketing.
  • While contact lists have declined in size, remaining contacts are more receptive to marketing.
  • The ePrivacy Regulation will replace the current ePrivacy directive. The new regulation proposes sweeping changes to the rules governing electronic marketing.
  • There are a lot of grey areas that will have a direct impact on digital marketing, which will likely put some businesses at a higher risk of non-compliance – especially third-party data providers and the ad tech industry.
  • GDPR has given companies the opportunity to build trust with consumers by creating an environment that favours consent-driven data sharing which is beneficial to all parties.
  • Many organisations have clearly grasped the opportunity to build trust with consumers and create an environment where they appreciate that consent-driven data sharing can be beneficial to all parties. It is now up to businesses to continue to embrace GDPR’s principles in order to create a better consumer experience centred on responsible marketing and ethics.