A combination of consumer concerns, government regulation and the example provided by GDPR means that marketers across Asia are increasingly having to consider how they use personal data.

Writing in the May issue of Admap, the subject of which is Data Ethics, Mark Parsons, TMT partner at law firm Hogan Lovell Hong Kong, observes that there are now comprehensive, “European-style” data protection laws in force or on the path to implementation in all the major economies in the APAC region.

“As these regulations trend towards specific controls on direct marketing and increasing cross-border transfer restrictions, we see organizations applying much greater focus to compliance,” he notes.

“Data protection authorities and law enforcement agencies in APAC are increasingly making examples of marketers who do not comply with the rules,” Parsons adds. (For more, read the full article: Data protection regulation in APAC: What it means for marketers).

The two biggest markets in the region are taking a much more robust approach to protecting consumers’ personal information than hitherto.

China’s Personal Information Security Specification introduces advanced concepts of data subject rights: it proposes an “unbundling” of data protection consents which is of significant importance to marketers, as it bears directly on the ability to deploy consumer personal data for marketing purposes.

In India, meanwhile, a Personal Data Protection Bill, due to be tabled in parliament this year, will prohibit business from making the supply of goods or services conditional on the consumer’s provision of personal data for non-essential purposes, such as marketing.

At the same time, however, marketers see great potential in leveraging Aadhaar, a digital identity framework set up by the government that aims to allocate each resident a unique identity number and link this identifier to fingerprint and iris scan biometric data, for commercial gain.

While data protection laws in APAC are in a state of flux – a situation that is likely to continue as lawmakers experiment with different approaches to compliance – Parsons states that “there are fundamentals of data protection that remain constant”.

“Many of the legislative innovations we are now seeing have a common set of principles and applying these consistently can ease the compliance burden significantly,” he advises.

This issue of Admap features a selection of articles by thought leaders from across the globe, including Bob Hoffman and Ann Cavoukian. WARC subscribers can access the deck – Data ethics – which summarises the expert advice from contributors and key considerations on this important topic.

Sourced from Admap