The Impact Of The New Data Privacy Laws On Digital Marketing Practices: A Comparative Study Of GDPR

Aehra Tayyaba Hussain, Symbiosis Law School, Hyderabad

ABSTRACT

This article investigates the new data privacy legislation's influence on digital marketing strategies, The General Regulation on Data Protection (GDPR) of the European Union and the California Consumer Privacy Act, better known as the CCPA, of the United States. Using a comparative study approach, we evaluate the similarities and contrasts between these two regulations and their impact on firms' marketing tactics. We examine the costs and advantages of compliance, how firms have altered their marketing activities to comply with these new requirements, and the possible long-term effects on the digital marketing industry using qualitative and quantitative research methodologies such as surveys and case studies. According to our research, the new data privacy rules have substantially impacted digital marketing activities, requiring businesses to reevaluate their marketing plans and invest in private protection measures.