Privacy as a Means to Create Brand Trust
My prior blog posts discussed the triggers that will determine which businesses will be obligated to abide by the terms of the California Consumer Privacy Act (“CCPA”) and California Privacy Rights Act (“CPRA”), collectively referred to as the “CCPA”, the potential private causes of action under the CCPA, and details of the California Privacy Protection Agency. These posts can be found here:
The Implications of the California Privacy Rights Act to Non-Californian Companies Part 1
The Implications of the California Privacy Rights Act to Non-California Companies Part 2
The Implications of the California Privacy Rights Act to Non-Ccalifornia Companies Part 3
Businesses may view the CCPA and other state privacy laws as an unjustified burden but these laws reflect the wishes of Americans to have greater control of their personal information as evidenced in a 2019 Pew Research poll which found 75% of American adults thought there should be more government regulation of what companies can do with individual personal data. See here. Given the importance of privacy to Americans businesses must embrace the requirements of these laws to maintain the trust of their customers.
The new privacy laws can be daunting and overwhelming to businesses, particularly to those that do not have an in-house legal department because of the time and effort needed to achieve compliance when personnel and resources are already in short supply. However, instead of viewing privacy compliance as a burden [and ignore them], businesses should view these requirements as an opportunity to establish trust with their customers whether they are individual consumers or other businesses.
Further, having a robust privacy compliance regime will also enhance a company’s brand. People are worried about their personal information being used by bad actors. If a business has a privacy structure in place it will differentiate itself from its competitors and will gain trust and loyalty from its customers.
Privacy compliance should be at the forefront of any business whether big or small and those without privacy departments should work with their outside counsel in order to create appropriate and up to date policies aligned with current laws and best practices. Outside counsel can also assist businesses in finding the best software providers to meet their compliance needs.
Let Us Help
If you are a business that needs assistance with data privacy compliance please contact one of our data protection attorneys Colin O’Brien at email@example.com, John Ambrogi at firstname.lastname@example.org Brian LeVay email@example.com or Avery Buffa firstname.lastname@example.org if you have any questions or comments.