By Natasha Lane.
Over the past three years, data privacy has received a great deal of media attention, driven mainly by the implementation of GDPR in the EU. Since 2018 when the law passed, international legislative authorities have implemented several international equivalents, the latest ones being Brazil’s LGPD and California’s CCPA.
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Yes, privacy legislature is excellent news for consumers, especially when considering the consequences of data breaches. Nonetheless, the rules can be overwhelming for marketers just trying to do the right thing.
One of the biggest concerns for businesses is that all information capable of identifying a consumer (name, email, IP address, server location, etc.) falls under these privacy regulations. And not just that.
In addition to the data a business uses directly, companies are also responsible for their marketing/analytical tools. Being legally bound for the way Google Analytics, for example, uses consumer data is nothing if not stressful.