Data protection and privacy are prime issues on the commercial, social and political agenda worldwide. The data industry faces ongoing ethical challenges and businesses must prioritise responsible behaviour in order to build consumer trust. Ensuring transparency, simplicity and education within data management policy can facilitate this. It is also vital to find the right balance between data protection and data utility, and marketers must involve themselves in the data protection process in the age of cyber-attacks, where brand reputation can be hindered.


Data protection is designed to safeguard people’s personal information, which is collected, processed and stored by companies and governments.

Privacy in this instance refers to data privacy. It is the relationship between the collection, storage and dissemination of data, technology, the public expectation of privacy, and the legal, social, and political issues surrounding them.

Key insights

1. Data protection and privacy is increasingly a litigation risk