Consumer concerns about privacy have intensified in the wake of data breaches, giving brands a mandate to adapt and clarify their data collection practices. Europe-based brands have been forced to take swift action in light of General Data Protection Regulation (GDPR) legislation. However, global enterprises also have a clear incentive to revisit their approach to privacy in their active markets given the borderless nature of data compromises and consumer expectations. In fact, over one-fifth (21%) of marketers say privacy compliance is their biggest multichannel marketing challenge.
Brands must spell out their local policies on their respective sites to assuage consumer concerns and ensure compliance with GDPR in the EU. However, while 99% of sites contain a privacy statement, only 48% of statements mentioned local policies. Brands were least likely to list a local policy in Brazil at 28%, while about half did so in Europe (U.K., France, Germany), and 58% did so in the U.S. Another essential component is the communication of privacy rights and cookie collection through a homepage banner. This feature was most prevalent in Europe, with 62% adoption in the region, while non-EU countries saw much lower adoption, as low as 10% in Japan. The non-ubiquitous adoption figures even in Europe — which has relatively mature data privacy laws—illustrate the daunting challenge privacy poses for brands. In fact, just 48% of U.K.-based firms were fully compliant with GDPR according to a recent study.
Best-in-class brands take a proactive stance and communicate both local privacy and cookie collection across their site properties. This can be achieved in part by utilizing a templatized structure to both ease implementation and streamline communication to consumers. Fashion brand Bulgari, which caters to a worldwide following, uses a consistent homepage template with a cookies notification banner across its properties translated to the local language. Meanwhile,
Chanel has an expandable FAQ template for multiple regions, and the FAQ includes local policies like consumer rights under GDPR on its U.K. site.