Why it matters
With data privacy breaches hitting the headlines, brands need to prioritise compliance with regulation such as GDPR in the EU and CCPA in the US.
- Privacy concerns are now a significant issue, with 72% of people in the UK and US saying they’re more aware of how companies collect and use their personal data.
- It’s not only the legal details that brands should be concerned with – brands need to avoid making people feel like their privacy has been violated even when if it’s not a clear legal compliance breach.
- Understand that consumers are becoming desensitised, and that they may click consent boxes without a full awareness of the implications - be transparent.
The prospect of GDPR (General Data Protection Regulation) ahead of its introduction in May 2018 created a fair share of worry, even fear, in the marketing community. Now things have settled down, however, it’s clear that this and other new data regulation in markets as diverse as Australia and Brazil is forcing people to be good marketers and avoid lazy practices that could get them into trouble.