BLOG POST 3 minutes 12/18/2019

3 Ways to Ensure Marketing Compliance

marketing compliance

Marketing compliance with privacy regulations can be complex.

With so many laws in effect, set to go into effect, or in various stages of being passed into law, it can be hard to keep track of all the rules. Not to mention sorting out how to integrate them into your business practices.

Making sure your marketing doesn’t cross the line can be daunting. But it’s so important from a legal standpoint, as well as for improving customer engagement rates. With that in mind, we’re laying out 3 simple things you can do to ensure marketing compliance with privacy regulations.


1 – Build a Preference Center

A preference center is a must-have when it comes to marketing compliance. Here you’ll display the global opt-out link required by CAN-SPAM, withdrawal of consent for GDPR, and the opt-out requirement for CCPA.

But smart marketers know there’s more to a preference center than a simple opt-out link. It’s an opportunity to display granular opt-down settings so subscribers don’t shut the door all the way. Instead of losing a customer forever, brands have the chance to send users messages based on content they’ve chosen to hear about via the preference center.

A preference center not only ensures marketing compliance with privacy regulations, but actually gives you a leg up. It allows your marketing to flourish as you engage with customers at the right time and place with the right message.

2 – Invest in a Cookie Consent Process

Privacy regulations are based on gaining explicit consent from consumers about the collection, management, and future use of their data. Cookies are one form of this data most marketing teams use, and a cookie consent process is essential for remaining compliant.

Most marketers choose to collect cookie consent via a website banner that doesn’t interfere with the user experience. You must state your cookie collection process, what data you’re collecting, and what you plan to do with that data. Keep it short and sweet.

Most importantly, add a button or other obvious method to gain a clear consent for cookie collection from the user. A cookies database would be ideal to store this data so it can be accessed anytime.

3 – Dress Up Your Privacy Policy

Managing and updating a privacy policy for marketing compliance with privacy regulations shouldn’t come as a surprise. It’s been one of the central tenets of the main legislation. 

But marketers must make sure they’re updating it based on each new state law that’s passed. Each has its own requirements, and although some overlap, it’s best to double check you meet all the specifications.

The purpose of a privacy policy is to be transparent with users. We’d recommend taking the time to re-word any complex legal jargon to make your privacy policy clearer to the average customer. This fosters engagement, trust, and loyalty.

Conclusion: Marketing Compliance Improves Engagement

Marketing compliance isn’t a once-and-done task. It’s an evolutionary process that needs building on over and over again.

By using preference centers, cookie consent, and a privacy policy you’ll take important steps to adhere to privacy regulations. More than that, you’ll actually improve your opt-in rates due to improved user experience and engagement with customers.

At a time when consumers are more aware of their data security options than ever before, putting marketing compliance first will mean more dollars on your bottom line.


To learn more about marketing compliance with privacy regulations, schedule a 1-on-1 meeting to talk to an expert about OneTrust PreferenceChoice, the all-in-one preference management solution.

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