Companies must adhere to data minimalisation, differential privacy and de-identifying data

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 10, 2020, 6:46 AM UTC

They must assure privacy protection instead of putting the onus on consumers via complex opt-out agreements.

In a panel discussion about user privacy at CES 2020, Facebook’s chief privacy officer, Erin Egan said that the social networking giant is “committed to privacy and building privacy by design”. She also defended the “basic tenet of data collection”, i.e., to offer consumers products, services and information they want or need.

P&G’s Susan Shook said that companies must establish and follow practices like differential privacy and de-identifying harvested data. According to FTC commissioner, Rebecca Slaughter, privacy protection involves complexities which stringent practices may not be able to address, given the inherent “host of unknowns and risks”.

She added that “necessary conditions are in place”, such as federal legislation addressing privacy rights. However, there should be real consequences for violations.

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