When the California Consumer Privacy Act (CCPA) entered the picture in 2019, the digital marketing and advertising world turned slightly upside down. There have been a lot of questions and fear regarding how these new policies will affect advertising efforts in the United States, as well as globally.
Data is a finite resource that marketers and advertisers have had relatively free license to use in whatever manner they wish until recent years with more regulations entering the picture.With technology constantly upgrading and evolving, privacy laws protecting consumer data have become an extremely hot topic.
According to Marilee Yorchak, Executive Director of the Digital Analytics Association, GDPR (General Data Protection Regulation) compliance is required, and 19 more states have policies in the works similar to the CCPA. In 2020, privacy initiatives are only going to get more intense as new standards are set.
Two pieces of legislation that are coming into effect in 2020 are Brazil’s Lei Geral de Proteção de Dados (LGPD) and Thailand’s Personal Data Protection Act (PDPA). The CCPA and GDPR have provided a blueprint for other countries as they model their own privacy acts, and sweeping consumer data protection regulations will be rolling out globally over the coming years.
So what does this mean for social media and digital marketers?
We have already seen changes in Facebook’s audience building platforms, such as privacy related to audience sample size. Detailed targeting metrics have also become more ambiguous as data collection regulations have changed. Globally, social platforms have become increasingly more transparent about what they do with users’ information and how much data access they provide to advertisers. Some of these changes, while not directly related to the CCPA itself, demonstrate the impact of greater regulation and increased awareness of data privacy across digital media as a whole.
Many popular platforms are updating their privacy policies. Twitter just launched the “Twitter Privacy Center” to clarify the ways they are protecting the personal information of their users.
We also see mounting evidence of movement in data privacy enforcement across a multitude of states. Washington and New Jersey, are among the many states that are cracking down on data privacy breaches and abuses. States are now proactively protecting consumer rights on the internet.
What can marketers do in 2020 to ensure they are keeping up with the times?
- Regularly monitor how things are changing in the digital landscape, and take action to understand how platforms and targeting options are changing and responding over time.
- At minimum, make sure your company is GDPR compliant. This is essential.
- Learn about the CCPA and start adhering to the standards that matter most to your company.
- Play fair. Transparency with consumers, and allowing them to control their information, will go a long way.
- Remember that growing organically is still possible. As marketers, let’s not forget traditional channels and tried-and-true tactics for brand building and outreach.
- Follow the right sources. There is a lot of false information and fear in the marketplace right now. The best thing you can do when conducting research is to make sure your sources are reputable and knowledgeable.
At TEEM, we focus on compliance when it comes to data privacy and always strive to stay ahead of the curve. While we do have a heavy digital focus, we also leverage the power of traditional marketing channels, and remind our clients that organic growth can occur when you combine great ideas with high quality, in-demand products.
Digital Marketing Strategist