The role of data privacy regulations in shaping marketing strategies

Olalemi, Adeyemi Adewunmi and Dada, Temidire Temidayo and Onotole, Erumusele Francis and Obodozie, Nkechi M and Usman, Moses (2025) The role of data privacy regulations in shaping marketing strategies. World Journal of Advanced Research and Reviews, 25 (2). pp. 1834-1846. ISSN 2581-9615

Modern marketing tactics and corporate operations have been impacted by the development of data privacy laws, which have altered how businesses gather, store, and use customer data. Concerns regarding data security and privacy have been highlighted by businesses' growing dependence on customer data for strategic decision-making and targeted advertising. To ensure accountability, transparency, and the preservation of consumer rights, governments throughout the world have responded with strict laws like the California Consumer Privacy Act (CCPA) and the General Data Preservation Regulation (GDPR) of the European Union. These policies radically change data management techniques by imposing stringent compliance criteria including user permission, data minimization, and access rights. Although compliance gives companies the chance to build their brand and draw in new customers, it also comes with drawbacks including high operating expenses, intricate data processing, and certain legal risks. This study looks at how data privacy laws affect marketing tactics, highlighting the move towards privacy-first initiatives, anonymised data usage, and safe online interactions. To identify new trends, obstacles, and best practices in privacy-compliant marketing, the study qualitatively analyses secondary sources, such as scholarly publications, official documents, and case studies. The results show how crucial it is for companies to include data privacy into their strategic planning to balance competitive advantage with regulatory compliance. Organizations must proactively adjust as global privacy standards continue to change in order to stay in compliance and cultivate client relationships in a market where privacy concerns are on the rise.