How changes to consumer privacy law might impact marketers and martech
Abdication or reversal of consumer privacy protection in Washington could cause states to jump into the fray.
The new administration and Republican control of Congress could bring massive change in regulatory policy and consumer protection. Indeed, many of Trump’s cabinet appointees have pledged to scale back or dismantle the regulatory frameworks of their respective agencies.
The new political environment has led people to question the future of consumer protection and privacy enforcement under federal government. And it makes it much less likely that there will be any new consumer privacy legislation in this vastly more pro-business Congress.
Might this turn out to be a boon for digital marketers, who could face less scrutiny of their use of consumer data for targeting, tracking or attribution? Or could it have unintended consequences and make digital platforms and publishers’ lives more complicated?
The Future of Privacy Forum’s Stacey Gray thinks that if the government generates no new consumer privacy legislation or limits the ability of regulatory bodies to protect consumer privacy, we are likely to see state legislatures and Attorneys General step in. She says California, and several other states that have strong consumer privacy laws, may seek to fill the void and regulate digital marketing.
There could also be more private litigation seeking to protect and enforce consumer privacy.