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.
CCPA is a little more than four months away from being enforced, and “56% of businesses report they will not be fully prepared” for the law that will regulate how they can use customer data.
It’s déjà vu, all over again. Marketers with 2020 vision know next year is when California’s data privacy law kicks in, and they’re preparing for it now. They’re scooping up software to help them comply with the law, much as the marketers who do business with E.U. citizens did for GDPR in May 2018.
If you ask consumers on the street what they think of marketing data, the ones who understand the question will often react with alarm that organizations even have their data at all. They’ll cite “creepy” ads following them around the Internet. Some will even mention “Big Brother.”
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.