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For B2C Marketing Professionals

Modern Privacy Laws Change The Paradigm For Marketing And Advertising

Roadmap: The Customer Trust And Privacy Playbook

February 19, 2020

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This is the Roadmap report in The Customer Trust And Privacy Playbook For 2021.

Why Read This Report

The General Data Protection Regulation (GDPR) has changed how B2C marketers and advertisers operate in the European Union (EU). But more privacy regulations are in play, from the US to Japan, all of which will require that marketers take procedural and technical steps to protect consumers and show more transparency in their data practices. Read this report to understand how these new laws will impact your marketing and digital advertising. This is an update of a report previously published under the title "Marketing Under GDPR Hinges On Data Governance"; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in changes and updates to privacy regulations.

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Table of Contents

  • The GDPR Upended Digital Advertising In Europe
  • Lawful And Ethical Data Use Hinges On Good Data Governance
  • New Laws Are Just The Tip Of The Privacy Iceberg
  • Recommendations

  • Define Your Firm's Approach To New Privacy Rules
  • Supplemental Material
  • Related Research Documents

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