Adapting to digital marketing regulations: The impact of the General Data Protection Regulation on individualised, behaviour-based marketing techniques

Nathaniel Sposit

Journal of Digital & Social Media Marketing, 2019, vol. 6, issue 4, 341-348

Abstract: The General Data Protection Regulation (GDPR) came into effect in May 2018. While the legal environment of the GDPR has been vastly analysed, the impact of the legislation on digital marketing is yet to be explored. This paper will explain the key provisions of the GDPR, explain how individual user data is used in contemporary marketing techniques and explore the impact of the GDPR on individualised, behaviour-based marketing — a marketing technique that relies on the use of personal data and is used as a primary revenue source for companies such as Facebook and Google.

Keywords: GDPR; digital marketing; behaviour-based marketing; legal and regulatory updates (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2019:v:6:i:4:p:341-348

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