The protection of personal data remains a priority in the EU
Three data protection trends can be expected to emerge in Europe in 2021.
After an unpredictable 2020, next year will be another year of uncertainty and change. Despite this uncertainty, Europe will maintain a clear commitment to data protection. As communities, consumers and businesses leave the pandemic behind, they will embrace a new normal. In Europe, three trends related to data protection will emerge:
- Regulatory activity will continue both in terms of the application of existing rules and the introduction of new standards.
- The implications of Brexit will force companies to adopt new data strategies.
- Market dynamics and regulatory activities will determine new customer engagement strategies.
Faced with this scenario, we predict that:
- The European Parliament will draft new AI regulations and abandon online privacy reform. Due to the pandemic and a change in market conditions, we expect the European Parliament to change its regulatory priorities in 2021. After years of preparation, the European Parliament will postpone plans to finally adopt the ‘ePrivacy regulation In 2021 and the appetite to complete this process will decrease. Meanwhile, Forrester predicts that the European Parliament will finalize a draft new European regulation on AI. EU companies must act to shape their ethical approaches to AI and document their efforts.
- The European Commission will not grant data protection adequacy status to the UK. Brexit negotiations are nearing their deadline and there is no agreement on many key issues. In 2021, companies will treat the UK as a ‘third country’ for data protection issues, as it will take the UK another 12 months to get data protection adequacy from the EU. Companies that take advantage of infrastructure physically located in the UK to store and / or process the personal data of EU citizens must quickly work on a new strategy.
- Organizations will invest more in technology to collect data from third parties. Digital advertising is on the verge of major and systematic changes. Values-driven customers are increasingly looking to share their data with companies that see privacy as a value and treat data ethically. Additionally, the death of the third-party cookie is forcing businesses to focus more on collecting data directly from customers and relying less on riskier third-party data. In 2021, CMOs will begin to make strategic revisions to their ecosystem and increase their capabilities to collect zero-party data. Marketing managers should work with their security, risk and privacy counterparts to select the right technology and processes that adequately support their goals.
You can download Forrester’s 2021 European Forecast eBookhere.
This article was written by senior analyst Enza Iannopollo, and it originally appeared here.