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1 July 2024 - digidodo

CONSUMER RIGHTS AND DIGITAL MARKETING: NEW REGULATIONS

Digital marketing has become an indispensable strategy for modern businesses. However, the rapid changes in the digital world and increasing consumer awareness have led to new regulations regarding consumer rights. In this article, we will discuss the new consumer rights regulations in digital marketing and their impact on businesses.

1. Protection Law and GDPR Compliant Data Collection

The Personal Data Protection Law and the European Union General Data Protection Regulation (GDPR) aim to protect consumers’ personal data. Businesses must pay attention to several key points when collecting and processing consumers’ personal data:

Explicit Consent: Consumers’ explicit consent must be obtained for collecting and processing personal data. This should be clearly stated in data collection forms.
Data Retention Period: Personal data should only be stored for as long as necessary and then destroyed.
Data Security: Businesses must take the necessary technical and administrative measures to protect consumers’ personal data.

2. Cookie Policies and User Consent

Cookies are an important part of digital marketing strategies. However, new regulations have also been introduced regarding the use of cookies:

Explicit Consent: Consumers must be informed about the use of cookies and their explicit consent must be obtained.
Cookie Management: Tools should be provided to allow users to change their cookie preferences at any time.

3. E-Commerce and Distance Sales Agreements

The accuracy and honesty of advertisements are crucial for protecting consumer rights. Businesses must adhere to certain ethical rules:

Information Obligation: Consumers must be provided with detailed information about the product or service before the purchase.
Right of Withdrawal: Consumers must be granted the right to return the purchased product or service within a certain period.
Transparent Return Policies: Clear and understandable information must be provided about return processes and conditions

4. Truthful and Honest Advertising

The accuracy and honesty of advertisements are crucial for protecting consumer rights. Businesses must adhere to certain ethical rules:

Realistic Claims: Claims made in advertisements must be true and verifiable.
Avoid Misleading Information: Advertising and marketing materials must not contain information that could mislead or deceive consumers.
Product and Service Descriptions: Accurate and complete information must be provided about the features, prices, and usage conditions of products and services.

5. Marketing to Children

Marketing activities targeting children are subject to special regulations. To protect children, businesses must pay attention to several key points:

Content Appropriateness: Content aimed at children must be age-appropriate and safe.
Advertising Restrictions: Advertisements targeting children must avoid misleading and manipulative elements.
Parental Consent: Parental consent must be obtained when collecting and processing children’s personal data.

6. Social Media and Influencer Marketing

Social media and influencer marketing have a significant impact on consumers. However, specific regulations must be followed in this area:

Disclosure of Advertising: Influencer content must clearly state when it is an advertisement.
Truthful Information: Product and service promotions made by influencers must be accurate and not misleading.
Transparent Collaborations: The collaborations between influencers and brands must be transparent, and consumers must be informed about these partnerships.

Conclusion

Consumer rights and new regulations in the digital marketing world are crucial for businesses. Complying with new regulations in areas such as data protection, cookie policies, e-commerce agreements, truthful advertising, marketing to children, and social media marketing ensures that businesses meet their legal obligations and increase consumer trust. By paying attention to these regulations, you can create more ethical and sustainable digital marketing strategies.