GDPR: A Plain English Guide To The Implications For Middle East Marketing Activities

The advertising marketing world is becoming more reliant on data secured from online sources. All of the entities that are involved in the delivery of advertising content to consumers are able to receive, store and use data about consumer's likes and dislikes, with the aim of ultimately understanding buyer preferences.

Some entities are scrupulous in collecting and maintaining the integrity of that data, not revealing or providing it to third parties for any reason. Other entities are less likely to exhibit this level of behaviour and, taking advantage of some less prescriptive laws in some parts of the world, may take a less ethical approach to the receipt, storage and use of data. The recent scandals that have engulfed the use of Facebook data has shown that there can be unexpected failures, even by entities that proclaim compliance to high standards in using data from the general public.