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Why advertising and data privacy?

  Jeroen Seynhaeve     2023-03-10

… because in today’s technology-driven world, advertising can only be ethical if it respects its audiences as persons that are in control over which information they share about themselves.

+ Read : Why data protection and privacy?

In advertising, the ends do not justify the means — there aren’t any good ethical reasons to accept that the objectives of advertising can ever trump fundamental human rights, like privacy. But the means also do not justify the ends — the availability of technologies that enable easy access to personal data does not justify using them for the purpose of advertising, if this means that privacy rights are violated in the process.

People want brands they care about to build transparent and meaningful relationships with them. While they interact with digital products and services via a multitude of touch points and channels, people want control over how their data is used.

  1. Advertising is all about bringing across a message in the best possible way.
  2. New technologies allow advertisers to target messages at specific audiences and analyse their response in great detail.
  3. Abuse of these technologies, however, has necessitated a more privacy-driven approach to advertising, focused on consumer privacy, data security concerns, and on building trusted relationships with audiences.
Today – moving towards a Web 3.0 – ethical digital advertising requires respect for data privacy and a focus on building long-term, consensual and trusted relationships with customers based on “first-party data“.

First-party data is information collected from consumers with direct consent – through interactions on apps and websites, and in response to marketing initiatives, like email and loyalty programmes. When used responsibly, first-party data allows brands build direct relationships with their customers, create value, and boost advertising performance.

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