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© 2022 TrustArc Inc. Proprietary and Confidential Information.
The Ultimate Balancing Act:
Using Consumer Data and Maintaining Trust

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Agenda
● How to address consumer rights to build consumer trust and loyalty
● How to demonstrate privacy compliance
● How to provide transparency to your consumers
● Q&A

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Speakers
Joanne B. Furtsch
Privacy Intelligence Development Director
TrustArc
Damin Babu
Product Marketing Manager
TrustArc
Ganesh Vasudeva
Director of Product Management
TrustArc

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Laws
Storage
Collection
Processing
Compliance
People
The Evolution of Consumer Trust

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How is your Brand Building Consumer Trust?
● Consumers are empowered with the knowledge about how
their data is stored, shared, and collected during
interactions with businesses
● Consumers have control over the use of their data through
providing consent or making their preferences known.
● Consumers have the right to request that a company stop
using their data for marketing, commonly referred to as a
"right to object".
Privacy laws are moving towards providing
individuals more control than even over their
personal data, requiring:

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Understand How to Build and Retain
Consumer Trust
● Build trust through honesty and transparency
● Retain trust by honoring commitments
Understand the Relationship between the
organization and the consumer

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Demonstrating Consumer Trust
● Consent & Opting Out
○ Consent must be granular, affirmative, and freely given - ask for consent for
each marketing effort individually using a consent mechanism, like a
checkbox.
○ Marketing consent must be distinct from any consent to a Terms and
Condition agreement or Privacy Policy.
○ Make it as easy to opt-out as it was to opt-in – consent is freely given at all
times during the customer relationship, not just within your sign-up
mechanism.
○ Manage direct marketing consent with an Unsubscribe function on texts or
emails and by using a communication preference page within the
customer's account – track the time, date, country, and source through
which individuals opt-in and opt-out.
Marketing and Privacy Working Together

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Demonstrating Consumer Trust
● The Risks of Lists
○ Generally, users must knowingly consent to be contacted via email before a company can
legally do so.
○ Relying on purchased email lists as a cornerstone of email marketing is a risky move -
instead, gather email addresses directly, e.g., through a subscription form on your website.
○ Email on a purchased list could be inactive or outdated – don’t risk a regulatory violation just
to contact an inactive inbox!
● Data Retention, Purpose Limitation & Minimization
○ Personal data may only be kept for as long as necessary to carry out the particular purpose.
○ A data retention policy should outline:
■ Data collected
■ Why it was collected
■ How long it will be retained for
■ How it will be securely destroyed
Marketing and Privacy Working Together

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Addressing Opt-Outs In Consumer Trust
● California Protection Rights Act (CPRA):
○ Consumers can opt-out or restrict use of their
data where there is potential for harm if misused
● Global Privacy Control (GPC):
○ Empowers consumers to broadly signal their
preferences regarding the sale and sharing of
their data
● General Data Protection Regulation (GDPR):
○ Consumers consent to the processing purposes
before their data is captured. The type of consent
required is based on the risk related to the type
of data being processed and processing
purposes.

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Takeaways
● Building and retaining consumer trust is a lot like
building and retaining trust in your personal
relationships - be honest, transparent and honor
your commitments
● Marketing and privacy teams must work together
to earn the consumer’s trust while achieving
business goals
● In today’s rapidly changing regulatory
environment, leveraging technology is key to
building, retaining, and demonstrating consumer
trust.

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Q&A

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Thank You!
See http://www.trustarc.com/insightseries for
the 2023 Privacy Insight Series and past
webinar recordings.
If you would like to learn more about how TrustArc can support
you with compliance, please reach out to sales@trustarc.com for a
free demo.