The business landscape is witnessing a surge in companies promoting their privacy and security features to consumers. Advertisements touting these aspects are becoming increasingly common, whether it’s Apple’s “Privacy. That’s iPhone” campaign, the emphasis on privacy by browsers like DuckDuckGo, or the targeted Google cybersecurity ads that professionals might encounter due to their job. This heightened focus on privacy awareness is undoubtedly positive, but it also introduces complexities and jargon that can perplex consumers during their purchasing decisions.
The resurgence of privacy-focused advertising is intrinsically tied to the rise of data protection laws. Although privacy advertising has existed for as long as these companies have, regulatory mandates have transformed compliance into a selling point. The introduction of regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), along with various other local laws, compelled companies to prioritize data privacy just as consumers began attaching greater importance to it.
Whitney Parker Mitchell, CEO and founder of Beacon Digital Marketing, explained that the implementation of regulations prompts companies to hire compliance experts for purchasing decisions and to amplify the importance of privacy and security. The decision to advertise privacy and security compliance hinges on the specific target audience and its priorities.
Mitchell elaborated, “Where you emphasize that and how much information you put forward within your marketing materials really depends on how important that is to that primary buyer.” For example, a highly personal device like a cell phone might naturally evoke concerns about security, whereas convenience might be paramount when considering a product like a robot vacuum.
However, the realms of privacy and security are intricate and intricate, making them less suitable for brief slogans. Attempting to distill these concepts into catchy phrases often results in the loss of crucial nuances or the blurring of reality through the use of buzzwords. Aaron Massey, a technologist and senior policy analyst at the Future of Privacy Forum, likened this phenomenon to the market for used cars, where making marketing claims is easy, but verifying their accuracy is challenging for buyers due to their lack of specialized knowledge.
Consequently, alongside advertising campaigns, user-friendly privacy awareness initiatives are emerging on devices. Companies have recognized that privacy policies alone are insufficient for helping consumers comprehend data handling practices. Initiatives such as privacy checkups, which prompt users to update their settings with a pop-up upon logging in, are being introduced.
This overall trend has had a positive impact on privacy and security. The interplay of increased regulation and consumer education has driven the proliferation of privacy-focused ads. However, there are crucial considerations for consumers to bear in mind before fully embracing these advertisements. While every ad might not provide an all-encompassing, detailed analysis of the subject, claims like “We’re the most secure” should evoke skepticism. Cobun Zweifel-Keegan, the DC Managing Director of the International Association of Privacy Professionals, advised that consumers should look for claims that the company can unequivocally support, alongside high-level personnel such as chief privacy or security officers who can substantiate these assertions.
