The Information Commissioner’s Office has been reviewing the way personal data is being used and wants marketers to realise the role they are playing in funding unethical digital practices.

It’s been more than a year since the General Data Protection Regulation (GDPR) ushered in the biggest shake-up to privacy regulations in the last two decades, yet brands continue to fund businesses that are misusing people’s personal data.

That’s the view of the UK’s privacy regulator, which is cracking down on illegal data use and is asking brands to think seriously about the role they play in funding a murky, unethical and non-transparent digital ecosystem.

Speaking to Marketing Week, Simon McDougall, executive director for technology and innovation at the Information Commissioner’s Office (ICO), says brands should be aware that the ICO has “big concerns” and will be “accelerating” its enforcement of data compliance.

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