Privacy protection regulations around the world are relatively new in our lives, but their impact can be far-reaching for businesses in violation of them. Such a violation can result in heavy fines and class action lawsuits. The world has gone global thanks to the internet, and local legislation will apply to a certain site depending on the location of its visitors and their identities. If a website does not meet these conditions, the business becomes exposed to danger. This is relevant not only to a website’s users, but also to the manner in which the site collects their information: does it own or control a database, or does it only process or pass along information? Each of these has specific ramifications. Legislation in the USA, Europe and Australia varies and changes, and every website addressing a certain audience must meet the country’s requirements.
Privacy restrictions are evident in all industries that operate online, the most prominent of which being the ad-tech industry whose purpose, ultimately, is to generate leads (potential customers), promote activity/purchase offers to customers, and market services, websites and applications. These sites will have significant restrictions and it will be determined to whom they can and cannot advertise. There may also be opt-in restrictions (the default being that advertising is prohibited, unless the person specifically requested to be sent marketing material) or opt-out (the default being that advertising is allowed, unless the person specifically requested not to be sent marketing material). Australia is a good example of this.
A policy change in these areas of platforms may result in upheaval, and therefore advance preparation with creative and legal solutions in mind is a must.