2040’s Ideas and Innovations Newsletter, Issue 63: DSA, DMA and ADPPA Privacy and Data Update: Time to Strategize
Breaking News: Important Privacy and Data Changes
Issue 63: July 7, 2022
As we mentioned in our Privacy Regulation Update: The Doors Are Locking on User Data newsletter last week, over the next two weeks, we will share a curated list of 2021/22 articles to assist you and your organization in conducting some deep and critical thinking on how you collect, manage and leverage data. We will also review tips on how you adapt to the limitations and restrictions set in place by the current or soon-to-be privacy and data regulations, plus how you mature your strategy towards outcomes in the present and future as a result.
Note to self: The privacy environment is only going to become more complex in the near and far term.
EU Moves Ahead
This past Tuesday, July 5, 2022, the EU Parliament officially voted and approved the Digital Services Act and the Digital Markets Act. Each is now the law of the land in the European Union. Parts of each Act will come into force immediately, in 2023 and in entirety in 2024. The US American Data Privacy and Protection Act (ADPPA), modeled from many parts of the EU Acts, continues to gain support and traction in the US House of Representatives.
Here’s how this will affect your organization. Your in-place strategies and tactics have either become more challenging, illegal or simply no longer effective If you have:
- Current or prospective EU customers.
- An audience based in the EU.
- You leverage retargeted advertising to engage individuals residing in the EU.
- You use the major social and search platforms to curate those EU individuals.
- You target them with advertising based on their interests, demographics, and behaviors to generate immersion or sales.
- You don’t have a consent mechanism in place and haven’t sought and received permission from EU-based individuals to engage and communicate with them, collect and track their data, or serve them advertising.
If your customers, prospective customers, or audience are based in the United States, the ADPPA may soon become the law of the land subjecting your organizational strategies and tactics to similar regulations now in effect in the EU.