Emerging data protection and privacy laws such as Europe’s General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) have prompted companies to take consumer consent and data management seriously. Consent management is a process that enables a company’s website to obtain users’ consent before collecting and using their data with the help of consent management software.
According to GDPR, consent management is required by any business that collects data from its EU customers. Whether you use email addresses, cookies, or any other means to collect online data from your customers, you may need to use a Consent Management Platform (CMP).
According to GDPR, there are five reasons why firms collect data:
In some of these instances, such as when protecting a person’s life, consent isn’t necessary. It can be challenging for firms to know when consent is needed or not. So, organizations are better off using CMP to be on the safe side of the law.
A CMP requests for consent from a site visitor to collect their data. The software will store the visitor’s data collection preferences and consent and collect the specified data and store it for the website. A CMP also deals with users’ preferences, such as requests to make changes to their collected data, including erasing or accessing the data.
Concerns on the use and handling of customers’ data have led to regulations that now govern the use of this data. In Europe, the GDPR requires companies with operations in the EU to ask for explicit consent before collecting their visitors’ data. Similarly, the CCPA established in January 2020 also comprehensively covers consumer privacy issues, ensuring consumers are in control of their data.
Consent management software, therefore, helps organizations adhere to GDPR requirements. It also provides proof of adherence to these regulations protecting businesses from penalties and fines. But the benefits of a CMP go beyond complying with GDPR.
Other notable benefits include:
Your consumers trust you with their data, so you must use and protect it well. Using consent management software helps you comply with data privacy regulations and enhances customer loyalty while putting consumers in control of their data.
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