Education will protect consumers as well as the law

As much as there are very real needs to protect consumers from the vagaries of the unscrupulous using their data for pernicious means, consumers do not need the level of protection from brands that lawmakers in Brussels believe that they do.

Russell Parsons

What is required, however, is education.

On May 26, the one year grace period extended to those using online behavioural advertising techniques will end and companies looking to capture data will have to receive consent from users to continue to do so.

On the horizon, the data protection directive that has just set off on a long-journey through the European Union administrative machine that could see the kind of changes – explicit consumer consent before any data is used for one – likely to torpedo the effective use of many marketing channels.

There is a consensus between companies and the European Commission that changes need to be made to make data privacy and protection laws fit for the internet age. Beyond that, however, there is little agreement.

Rather than prescription, what is needed is transparency on the part of brands. A coordinated effort is required that spells out what brands are collecting data for, what they do with it and, most importantly how consumers, if they still wish to, can check the use of their data for marketing means.

In the main, consumers, according to many and varied reports, are apathetic at worst about the use of their data by marketers. Those that do bristle, do so because of a fear of the unknown and because of the rather portentous nature of phrases such as cookies, online behavioural advertising and targeting.

Brands and industry associations should first seek the blessing of government and then develop an educational campaign explaining in digestible language what it is that they are doing. The use of data should not be confined to terms and conditions it should be front and centre on home pages.

By doing so, EC regulators will more likely to work with industry to find mutually beneficial solutions, protecting both consumers and marketers.

Honesty, transparency and accountability by brands are more likely to protect consumers than autocratic rule makers.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here