Heather Fletcher is senior content editor with Target Marketing.

Alon Alroy is co-founder and CMO at Bizzabo. Reach him at alon@bizzabo.com.

Consumers entrust organizations with their PII under the assumption it will be respected and protected. However, the protection of consumer PII goes far beyond privacy compliance to trust. Any organization that does not ask how it can continually earn the trust of its consumers is tempting fate.

In principle, U.K. firms will no longer have any right to undertake business with E.U.-based clients, and E.U.-based firms will no longer have rights to deal with U.K. clients.

Digital and direct marketers are readying for another blow from the European Union in the form of data privacy regulation. ePrivacy Regulation is going to attempt to seal the holes the E.U. left with GDPR. And American marketers will be subject to ePrivacy Regulation, too, regarding their marketing to E.U. citizens.

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