Changing Perceptions of General Data Protection Regulation

For the past few weeks, both the UK and US press have been filled with the alleged misuse of personal data by Facebook and Cambridge Analytica. While the ICO and US Congress begin to hold hearings and carry out their investigations, it’s fair to ask if this and GDPR have created a step change in how the consumer understands the value of their data.

Although arguably smaller than the Equifax and Yahoo data breaches, the scandal around Facebook has grown exponentially and has galvanised clients’ and customers’ minds in a way not seen before. There are many reasons for this, some of which are:

• Facebook is ‘more real’, with 1.40 billion active users logging on each day to the network.

• There is a lack of explicit consent given by the individual and an exposure of what data profiling can do.
• A new understanding by the consumer of how their data can be used.

GDPR and the Facebook scandal have come together in a perfect storm. This has shown the public that the theoretical aspects of data privacy have real-world consequences.

What do you do?

A concept has been created that someone is watching over the consumer’s shoulder, whenever they are online. This has been perpetuated by how relevant ads suddenly appear, seemingly connected to a recent email sent, or a conversation just had.

There needs to be an intrinsic value exchange between those who wish to use personal information and those who offer it up. There are parameters and rules which market-leading firms are currently using, including:

• CONTROL

The control of data must sit with the consumer who has created it, which is a fundamental aspect of GDPR. Implied consent is no longer enough for a population that is realising the commercial importance of their information.

Click to view all articles for the EPIC:
Or click to view the full company profile:
Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn
Norman-Broadbent-Plc

More articles like this

Norman Broadbent Plc

Norman Broadbent Safe Bet? Shortlisting in Procurement

Business leadership often mandates that new hires come from a specific industry or category background to try to reduce risk. It is considered the “safe” way to hire, and sometimes it may well be necessary. But often a

Norman Broadbent Plc

Talent & Market Intelligence

This month, customer insight – the holy grail of retail and consumer marketing – has been a “red thread” through a number of our client discussions. Indisputably, we live in an age where personal data is king: snippets

Norman Broadbent Plc

Insurance Update Trends in Digital

The global insurance market is in the midst of a game-changing course correction that will re-define ‘business as usual.’  A ‘digital first’ urgency is sweeping across the industry driven by a new generation of consumers, data, automation and

Norman Broadbent Plc

“It’s all in the mind (set)…”

“There are two types of people in this world…” is a common opening line for many jokes and internet memes. However, it was over 30 years ago that Carol Dweck identified a stark difference in resilience between groups

Norman Broadbent Plc

Identifying long-term talent in the UK water sector

With an upcoming election potentially dictating radical changes, it’s an unsettling time in the UK water sector as we approach AMP7. The potential of nationalisation, aligned with competition for talent across other major infrastructure sectors (think rail, airports