Not long ago in this profession, we have discovered personalization as the key to the effectiveness of advertising campaigns. communication and marketingbut today companies face an increasingly complex dilemma: how to use users’ personal data effectively without crossing the limits imposed by existing regulations and even professional ethics itself.
As we advance in this scenario, we have seen how privacy laws have tightened and their application has become more rigorous, with million-dollar consequences for companies that fail to comply with these demands. It is not yet that strong in our country, but it is only a matter of time.
The most resonant cases of sanctions against large technology companies are leaving us with important signs and lessons: the protection of personal data is not a minor or secondary issue in the digital strategy. It’s a priority, and regulators are sending a clear message.
The new rules of the game
The year 2023 has seen a notable increase in surveillance and sanctions imposed under the framework of the General Data Protection Regulation (GDPR) in Europe and equivalent regulations in other regions of the world. Among the most resonant cases is that of Goal (Facebook), fined 1.2 billion euros for the transfer of data from European users to servers in the United States. This case, handled by the Irish Data Protection Commission, reflects the importance of complying with restrictions on international data transfer.
Goal is a social media giant and a leader in digital communication, but this historic sanction shows that not even big brands can evade the demands for the protection of user rights. Data handling must be transparent, with the explicit and full consent of users, especially in an era where consumers are increasingly aware of their rights.
Because what we must take into account are not only the economic sanctions and fines, this impact will also reach the brand value. Its consequences will not only be monetary and legal, but also reputational and branding. This is a factor that we cannot ignore and must take into account.
Another recent case is that of TikToksanctioned in September 2023 with a fine of 345 million euros for violations related to the handling of minors’ data. Regulatory authorities noted that the platform had not implemented the necessary safeguards to protect its youngest users, raising serious questions about how companies handle sensitive and demographic data in their communication strategies. TikTok has been a central platform for brands seeking to reach young audiences, and this ruling highlights the need to rethink targeting tactics without compromising privacy.
What does this mean for companies?
Handling user data has become a critical balance point for companies. The value of personal data in personalizing communication is indisputable, but when it is not managed carefully, the consequences can be devastating, both reputationally and financially.
Brands must not only comply with regulations, but they must also establish open and honest communication with their audiences about how they will use their data.
Today, consumers expect transparency and control far above other issues. On the other hand, sanctions impose a new way of operating, where ethics and respect for privacy are fundamental elements in any communication strategy.
Therefore the challenge is very clear: We must design marketing and communication campaigns that remain effective, without compromising the integrity of personal data.
The cost of not adapting
Although large companies such as Meta and TikTok have grabbed the headlines for their violations, it is a mistake to think that these regulations will only affect large corporations. Small and medium-sized businesses also need to pay attention to how they handle their customer data. Even because the impact of an event of these characteristics could be even more devastating for a small or medium-sized company. The implementation of digital strategies based on data collection and analysis needs to adapt to these new rules of the game in all types of companies and sizes.
As I already mentioned, we cannot help but see that fines not only represent an economic blow, but also damage to the trust and reputation of brands, which can be much more difficult to recover. Companies can no longer afford to ignore privacy regulations. Instead, they should integrate regulatory compliance as part of their communications strategy from the start, rather than considering it an add-on.
How to adapt communication to this new environment?
The first recommendation for brands is to invest in greater transparency. Clearly communicating to users what data is collected, how it will be used, and providing options for consumers to control and manage that information is critical to earning their trust. In addition, Communications teams must work closely with legal and IT departments to ensure messaging and practices are aligned with applicable laws.
On the other hand, creativity remains a powerful tool. It is possible to develop strategies personalized communication without depending exclusively on the massive collection of personal data. Focusing on creating relevant and valuable content can create a bond with your audience that goes beyond data-driven segmentation algorithms.
Finally, it is essential to remember that privacy is part of the customer experience. A privacy-first approach will not only comply with regulations, but will also strengthen relationships with consumers, who increasingly value brands that protect their information.
The challenge for professionals communication is finding that delicate balance between personalization and respect for privacy, a challenge that will mark the future of digital strategies.
Facundo Farias
Expert in strategic communication.
Source: Ambito
I am a 24-year-old writer and journalist who has been working in the news industry for the past two years. I write primarily about market news, so if you’re looking for insights into what’s going on in the stock market or economic indicators, you’ve come to the right place. I also dabble in writing articles on lifestyle trends and pop culture news.
