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The GDPR applies to all organizations in the European Economic Area (EEA) or that process its citizens’ personal data.ĭata protection authorities for different countries in Europe regularly publish clarifying guidelines, such as the Irish Data Protection Commission’s 2020 guide on how and when websites may use cookies – text files containing users’ data downloaded onto their device, used for personalizing content. Europe: General Data Protection Regulation (GDPR) Here’s a primer on legislation already out there or coming soon. Laws marketers should know aboutĪs privacy legislations cover more of the globe, it’s challenging to keep up with what applies to your company. Marketing must adapt to new regulation, but it looks like there is potential for this change to make marketing better. Similarly, in a 2020 study by Cisco, three in four companies said complying with data protection laws had increased their customers’ loyalty and trust. A 2018 Harvard Business School study found customers were 40 percent more likely to visit a website’s recommended products when wording made clear the recommendations were informed by their browsing behavior. On the bright side, we may be increasingly trusting and engaging with businesses that respect our privacy. In 2020, the Italian Data Protection Office fined a telecommunications company over 27 million euros for making marketing calls without consent. Not complying means hefty fines and reputational damage. Marketers now have new rules to follow when collecting data about website visitors, sending marketing email and using customer relationship management (CRM) software. In 2019, the average data breach cost the affected business 1.4 million US dollars. Data breaches are becoming more common and more expensive. Regulating new technologies, like biometrics and facial recognition, is controversial because it extends the fine line between privacy to protect society and state surveillance.
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Governments around the world – including in Europe, the US and Brazil –have brought in new personal data protection laws.
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And that’s just those who know it happened. Why is privacy the word on everyone’s lips today? Perhaps because according to the Kaspersky Global Privacy Report 2020, a third (34 percent) of consumers have had someone access their private information without consent.
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