European Union (EU) General Data Protection Regulation (GDPR), touted as the most significant change in data privacy regulation in 20 years, has influenced change in privacy regulations around the world.

In 2018, while all organisations made changes to comply with the law such as meeting the terms of GDPR through consent requests and tick boxes, many businesses still do not see the fundamental shift in consumers’ relationship with privacy.

Many organisations have IT and legal on the forefronts leading the solutions to compliance when in fact, marketing should take lead.

Overwhelmingly, consumers want to take over control and protect information about himself or herself so marketers who want to succeed will need to go beyond compliance, build trust and empowerment and focus on relationships in order to successfully collect data.

Here is our list of dos and don’ts when it comes to data privacy:

• Do show that you respect their privacy by giving consumers control to their data and driving governance and management into the data supply chain

• Do give your customers a range of options and gather insight into each individual’s interests to provide them with information they want to receive

• Do be transparent and proactive about data privacy

• Don’t overestimate credibility

• Don’t view privacy as a consent transaction

• Don’t say “we value your privacy” but not live up to this promise