For media companies and online businesses, complying with privacy and data protection laws and regulations that differ across various jurisdictions is a challenge. This challenge is particularly complex when it comes to targeted advertising, with companies having to adhere to opt-in consent and opt-out requirements. To address this issue, businesses can adopt a highest common denominator approach or develop risk-based approaches to comply with the laws most likely to be enforced against them.
Whichever approach is preferred, in an article for the IAPP, Baker McKenzie Partner Lothar Determann and IAPP Westin Research Fellow Andrew Folks outline some practical recommendations, including understanding and documenting tools and data processing activities, conducting cost-benefit analyses, minimising the use of sensitive personal information, optimising service provider agreements, and localising cookie banners and opt-out mechanisms to meet applicable requirements.
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