Navigating GDPR compliance: Transforming digital marketing in a privacy-first world
The General Data Protection Regulation (GDPR), implemented by the European Union (EU), safeguards the personal data and privacy of individuals, granting them greater control over how their information is used and stored. This legislation mandates businesses to maintain transparency and responsibility in handling personal data, ensuring enhanced privacy and security for users. GDPR has significantly transformed the landscape of digital marketing by redefining data collection and usage practices. It necessitates that marketers adopt clear and transparent methods to respect user rights, fostering trust and compliance. Moreover, GDPR aims to prevent digital fraud and manipulation, particularly on E-commerce platforms, by reinforcing stringent data protection measures. As a result, GDPR not only strengthens individual privacy but also compels businesses to adopt ethical data practices, shaping a privacy-first approach to digital marketing. 2026, IGI Global Scientific Publishing. All rights reserved.
Irfan, Mohammad; Singhal, Saanvi; Yadav, Ajay Kumar; Mansor, Fadillah
Digital Technologies and Transformations in Public Administration, Engineering, and Sustainable Business;pp.359-389
Restricted Access; Hardcopy may be available in the library
https://doi.org/10.4018/979-8-3373-1534-8.ch016 https://www.scopus.com/pages/publications/105013212064?origin=resultslist
Irfan M., Chandigarh University, Lucknow, India; Singhal S., Christ University, Bengaluru, India; Yadav A.K., Chandigarh University, Lucknow, India; Mansor F., Universiti Malaya, Malaysia