Marketers Brace for Data Shift with DPDP Act Guidelines
The DPDP Act enforces data deletion rules, reshaping marketers' strategies while emphasizing privacy and ethical data use. Learn how businesses must adapt to comply.
Deepanjali
The Digital Personal Data Protection (DPDP) Act, 2023 is set to reshape how marketers handle customer data, pushing them to adopt a more nuanced understanding of its value. On January 3, 2025, the Ministry of Electronics and Information Technology (MeitY) released draft regulations to operationalize this groundbreaking law. Initially enacted in August 2023, the DPDP Act aims to create a robust legal framework for processing digital personal data, prioritizing the privacy of Indian citizens.
This shift is particularly significant for marketers relying on Customer Data Platforms (CDPs) to craft personalized strategies. As the new rules demand greater accountability, businesses will need to ensure compliance by deleting users’ personal data within three years of it becoming obsolete or when it’s no longer needed for its intended purpose. This mandate applies across a broad spectrum of industries, including e-commerce, online gaming platforms, and social media companies, marking a pivotal moment in India’s data landscape.
The new regulations not only safeguard user privacy but also compel marketers to revisit their data strategies. While CDPs are instrumental in delivering tailored customer experiences, the law underscores the importance of balancing innovation with ethical data practices.
As these changes unfold, companies will face a dual challenge: mastering compliance while staying ahead in the competitive data game. For marketers, this is a wake-up call to build trust-driven relationships and adapt swiftly to the evolving data protection landscape.
