Focus on automating consent management to avoid copyright and privacy breaches

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 30, 2021, 12:44 PM GMT+0

Businesses must rely on automated software to manage, track and maintain records of consent. 

Breaching copyright and data privacy regulations can prove costly for businesses. Organisations can be fined up to 20 million euros or 4% of global turnover for GDPR breaches. According to a FotoWare survey this year, 72% of the respondents’ companies saw an increase in digital assets since last year. 

The increase in digital assets makes it crucial for businesses to manage consent for digital assets for both people and commercial imagery. Marketers must ensure they have consent from all the people whose images they may have used for advertising and branding purposes. To this end, verbal consent and consent management executed by individuals can prove insufficient.

Instead, rely on automated software with integrated consent management to maintain consistent and up-to-date records of consent. An automated system helps businesses track consent given for the assets. Similarly, an automatic consent process can help companies store and manage their images. Additionally, such processes help businesses comply with rights and privacy regulations and minimise the risk of fines and lawsuits.  

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