Responding to the publication of the Government’s data legislation, Rob Newman, Director of Public Affairs at ISBA, said:
“When it comes to data, advertisers need to balance concerns about privacy with being able to deliver ad campaigns that don’t impede the consumer experience. Essential to that task is removing unnecessary burdens, and enabling brands to measure the reach and effectiveness of their ads.
“Advertisers also want to avoid the burden and complexity of having to manage different data regimes in different markets – such as the UK and EU. We have been pleased that up until now, the Government have agreed that the Bill must not imperil the data adequacy agreement between London and Brussels, which will be up for review in the coming years.
“We will look closely at the new Data Protection and Digital Information (No. 2) Bill to see how it meets these important tests. At first glance, the Bill represents a useful relaxation of some burdensome obligations, and welcome clarity on ‘legitimate interest’; but there is still work to do to enable advertising measurement and analytics to be carried out.
“We also look forward to seeing the framework under which individuals will be able to prove their identity digitally, which could have implications for advertisers who sell age-restricted products.”