Issues concerning Data Privacy and Compliance are largely resolved by etiquette.

A first good rule is keep data private.

A second rule is to never ask for something if you’re not offering something of an equivalent or greater value. Be a confident brand who gives away something of value as a way to start a long term relationship. Stop gating every piece of content just to acquire data.

You’ll get the data but lose the person.

We’re not saying data isn’t useful. It allows you to track, analyze, see patterns, customize, personalize and act proactively. But using data as a revenue stream is dubious. Arguably unethical.

With the emergence of AI, it’s inevitable that people will someday legally own their digital footprint. Act with this mindset today. Honor the property of the people you have relationships with that same way you honor your strategic partnerships. Selling someone else’s data is analogous to taking items out of someone’s medicine cabinet or mailbox. It’s theft. And it violates their autonomy. Regardless of what your lawyers say.