The cost of consent

The proposed DPDP Rules challenge marketers to rethink strategy

- GEETIKA SRIVASTAVA

FOR YEARS, THE ₹916-billion Indian marketing industry has relied on an abundance of personal data to craft targeted campaigns, often without explicit user consent. Clearly, there was significant disconnect between consumers and their personal data and how the companies that collect it, use it.

The proposed Digital Personal Data Protection (DPDP) Rules have the capacity to disrupt this framework, handing the lever to the consumer.

"Brands must now focus on creating value exchanges where consumers willingly share data because they see tangible benefits, not just because they have no other choice," says Surendra Singh, CEO, Brand Street Integrated.

The push for stringent data protection laws mirrors global trends akin to European Union's General Data Protection Regulation (GDPR) that protects the privacy and security of personal data.

"While laws exist, the real challenge is not just their creation but how well they are implemented and enforced," says Chandan Bagwe, founder & director of C Com Digital.

Time to rebuild trust

The overwhelming consensus among marketers is that the DPDP Act and Rules will not only reshape how individual brands communicate with their consumers but will challenge the broader advertising ecosystem.

To start with, the Rules mandate a shift from implied consent to explicit opt-ins. Pre-checked boxes and vague consent mechanisms will be things of the past.