Consumer interest must be in the vanguard of data privacy rules

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 19, 2019, 12:15 PM UTC

Failing to follow privacy rules may cause reputational damages.

This article quotes Alex Propes, senior director, public policy and international at the Interactive Advertising Bureau (IAB), who argues that consumer interests should be at the forefront of legislations around data privacy. Though digital privacy is “relatively low” on Americans’ political priorities list as compared to healthcare issues, its significance is rising.

Propes adds that consumer-advocacy groups may direct attention towards companies who don’t fully adhere to privacy rules as prescribed by regulations such as the California Consumer Privacy Act. However, this may lead to legal punishments and damage the brand’s reputation.

The IAB’s favoured proposals for legislation often exceed the current or proposed regulations. Its proposals would “take data uses off the table altogether” to determine “eligibility for healthcare, employment or housing”.

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