It’s no secret that consumers are more skeptical than ever before of how organizations are using their personal data, thanks in large part of high-profile data breaches.

Marketing is highly impacted by changes required under privacy laws like GDPR, LGPD, CCPA, and PIPL. But there is a lack of clear guidance to transform compliance requirements into practice.

Recent advances in information technology impact privacy by accentuating the free flow of information and reducing control over personal data. As a result, new ethical and juridical problems emerge.