How businesses can prepare

[Jahangir655]

Brands should focus on reviewing their current data handling processes, especially in areas such as consent management and transparency. The delay offers a window to align practices with emerging global standards and ensure compliance with stricter privacy-by-design frameworks.

Companies that wait until the last minute risk being caught off-guard when the law does pass, leading to significant compliance challenges.

Previously, I have outlined specific actions businesses can take to prepare for these reforms, even before they are enforced. These include auditing data collection practices, ensuring compliance with cookie deprecation strategies, and dealing with dark data, which is an essential step in building more transparent and consumer-centric data practices.

The fair and reasonable test: What it means for your business
The “fair and reasonable” test represents a fundamental shift in how businesses will need el-salvador mobile phone numbers database to justify their data usage.

Under this provision, organisations of all sizes must demonstrate that individuals would reasonably expect their personal information to be collected, used, or disclosed; that collecting and using the information was necessary; and that the impact on privacy was proportionate to the benefits gained from using that data.

This introduces a more complex dynamic for businesses that have historically relied on broad consumer consent. Now, even with explicit consent, businesses must ensure their data practices are justifiable in a broader sense. This could potentially limit the scope of personalised marketing and the use of third-party data, leading to more conservative data handling practices.