by Casey Binkley, CEO at Movia Media
Like most industries these days, the OOH advertising industry collects information on consumers, gathering date according to target demographics. While outdoor advertising may not seem to collect such sensitive data as, say, social media, banking sites, or other more highly personal industries, there is a responsibility to reflect on what data we do collect, and ensure that it is protected and used ethically.
Some of us also incorporate targeted advertising into our business model. This means that highly personal information about the people walking by our messages is collected and stored. How this is done, what data is collected and why, and how we can keep it secure are important issues for us to consider, both as companies, and as an industry.
What is Privacy By Design?
Privacy by design is a holistic approach to data security and user privacy created by Dr. Anna Cavoukian. The core of this approach is based on seven principles. OOH advertisers can use these as a guideline to form their own privacy policies and guidelines.
These principles are:
- Proactivity not reactivity
- Privacy as a default
- Embed privacy in design
- Uncompromised functionality
- End-to-end lifecycle security
- Transparency and visibility
- Respect for user privacy
Recently, both the European Union and the state of California have enacted privacy protection laws with more regulations likely on the horizon. The penalty for violating the European Union’s General Data Protection Regulation (GDPR), is a fine of up to 4% of total global turnover of the preceding fiscal year or 20 million euros. Other penalties may also apply. Outdoor advertisers would benefit from taking a similar proactive approach by setting and enforcing guidelines to hold companies responsible for the user data they collect.
Where To Start
While there are many ways for organizations to implement the process, for those without the time or resources to do that in-house, there are other options. Both KPMG and Deloitte offer practical steps and assistance in developing better data security and privacy protocols. There are also many other privacy policy consultants, tools and certifications out there that can help, such as the NIST Privacy Framework and ISO 27701. Some are nation-specific, while others can be adapted to help individual enterprises comply with privacy regulations.
Better data protection and privacy policies aimed at holding companies responsible for the information they collect benefit us all. We will all feel safer knowing that our private data will not be exposed to breaches or be used in ways that could harm us. For media companies and the brands that advertise, it means increasing (or in fact, creating) trust from the public so they can feel confident in their interactions with the ads that surround them. There are many challenges facing the OOH industry today, but by taking a proactive, head-on approach we can do better than survive—we can thrive.
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