1. Privacy by design

How many times have you filled an online form, where the checkbox for “Please send me marketing junk” has been checked by default?

How many times have you seen a consentData protection laws often defer to positive consent for collecting or processing data from the user. Requesting consent usually involves a consent banner or a consent pop-up where the user is asked whether the site or app can collect data from them. prompt where the request to deny consentData protection laws often defer to positive consent for collecting or processing data from the user. Requesting consent usually involves a consent banner or a consent pop-up where the user is asked whether the site or app can collect data from them. is behind multiple clicks, but to allow consentData protection laws often defer to positive consent for collecting or processing data from the user. Requesting consent usually involves a consent banner or a consent pop-up where the user is asked whether the site or app can collect data from them. is on the first layer of the user interface?

How many times have you noticed ads following you around the web, without having accepted this practice in the first place?

These are all examples of services that most likely did not incorporate Privacy by DesignAn approach where data protection and privacy measures are baked into the technological design of an app or service from the very beginning. (or privacy by default) principles when they were being built.

As a technical marketer, you will often be tasked with designing campaigns and services that need to collect data from your visitors and customers. Understanding Privacy by DesignAn approach where data protection and privacy measures are baked into the technological design of an app or service from the very beginning. principles will help secure the legal and ethical considerations of this work, but you’ll also quickly find that increased transparency and trust can be competitive advantages.

At its core, Privacy by DesignAn approach where data protection and privacy measures are baked into the technological design of an app or service from the very beginning. means that “privacy” – the user’s right to have their data protected – is incorporated into service and system designs by default. It’s not just about adhering to legal frameworks like GDPRGeneral Data Protection Regulation is a set of data protection laws and rules that apply to data subjects within Europe. Its purpose is to give individuals vast protections for any personal data that is collected and processed on their behalf. (EU) and CPRA (California), even if these are important aspects of the principle. It’s also about building trust between the service and its audience.

Privacy by Design principles

The seven foundational principles of Privacy by DesignAn approach where data protection and privacy measures are baked into the technological design of an app or service from the very beginning. should guide you when designing services and campaigns in your marketing work.

It’s important to understand that privacy can’t be guaranteed solely by compliance with regulations. It needs proactive design work and embedded privacy practices in the organization as well.

Principle #1: Proactive not reactive; preventative not remedial

When you bake privacy into the technological design of your products and services, you are naturally adopting a preventative approach to privacy.

You are equipped to anticipate and prevent privacy-invasive events before they happen, rather than waiting for privacy risks to materialize.

Principle #2: Privacy as the default setting

Users shouldn’t have to jump through hoops to get privacy settings enabled. Privacy should be opt-out rather than opt-in.

When privacy is the default setting, the user’s privacy is set to the strongest level of protection, whether the user interacts with the settings or not. Privacy is protected across all systems, and across IT and business practices.

Principle #3: Privacy embedded into design

Privacy should be an integral part of the system. This doesn’t mean that the efforts put into privacy should diminish functionality.

“Privacy” should be one of the first topics discussed when designing the site, app, or service. It can’t be introduced as an afterthought – this will be very costly and most likely will suffer from lack of retroactive control.

Software designers often use a “definition of done” to determine when a feature is complete. Privacy should be a central part of that definition – no feature should be deemed complete until it has been validated with a privacy-first mindset.

Principle #4: Full functionality – positive-sum, not zero-sum

Following what was discussed above, privacy should be seen as a positive-sum approach, not zero-sum.

The latter implies that any decisions taken to improve privacy detract from security and other development work on the service.

The former claims that integrating privacy into every design element is a net positive for service development. Privacy is considered thus a competitive advantage rather than a detractor that exists just to satisfy regulations.

Principle #5: End-to-end security – full lifecycle protection

Privacy by DesignAn approach where data protection and privacy measures are baked into the technological design of an app or service from the very beginning. protects the entire lifecycle of data from collection time to the point when it’s set to be destroyed.

This emphasizes the holistic approach to data processing that Privacy by DesignAn approach where data protection and privacy measures are baked into the technological design of an app or service from the very beginning. brings in its wake. It would be impossible for a single silo in an organization to handle the full breadth of user data protectionIn the context of regulation, data protection is the process of safeguarding any data relating to an identified or identifiable natural person. – thus Privacy by DesignAn approach where data protection and privacy measures are baked into the technological design of an app or service from the very beginning., by nature, is an interdisciplinary effort within the organization.

Principle #6: Visibility and transparency

Data operations should remain visible and transparent to both users and providers. Being open with your users about your privacy policies and procedures helps engender trust.

Much of privacy work revolves around documenting and communicating actions clearly and unambiguously.

However, Privacy by DesignAn approach where data protection and privacy measures are baked into the technological design of an app or service from the very beginning. is more than just a link to a Privacy Policy – it’s about oozing privacy in all decisions the user is faced with when interacting with your service.

Similarly, you need to make it easy for your users and your possible auditors to review your privacy policies as well as the privacy and security of your systems.

Principle #7: Respect for user privacy – keep it user-centric

Ultimately, Privacy by DesignAn approach where data protection and privacy measures are baked into the technological design of an app or service from the very beginning. is about respecting user privacy. This is easy to forget when you’re working with systems.

It’s common to get preoccupied with the nuts and bolts of a system, trying to figure out should you collect data A or data B to satisfy the business requirements. But Privacy by DesignAn approach where data protection and privacy measures are baked into the technological design of an app or service from the very beginning. dictates that you need to consider what’s best for the privacy of the user. If this is in conflict with your business design, you will need to pivot the design so that embedding privacy-first principles becomes a net positive rather than a detractor.

Always protect the interests of users by defaulting to strong privacy protections. Make all privacy-related decisions user-friendly and frictionless to implement.

Privacy by Design in digital marketing

In digital marketing, you’re often working with third-party tools and services.

If these tools and services don’t embed strong privacy protections by default, it will be difficult for you to adopt a Privacy by DesignAn approach where data protection and privacy measures are baked into the technological design of an app or service from the very beginning. approach in your work as a result.

However, there are certain approaches you can adopt even when working with uncooperative third-party tools.

• Data minimizationA principle by which only the minimum amount of data is collected to satisfy the purpose for which it was collected. means that you only collect the data you need. You never collect data just for the sake of collection or just because you can. Every single datum that passes your collection system needs to be collected with a purpose. This not only reduces the risk of data breachesA security incident that results in unauthorized access to confidential information. but also builds consumer trust.
• Transparency in data use means that you clearly communicate to your customers how their data will be used.
• Purpose limitation means that you will not use the collected data for any other purpose than to which you have a legitimate basis.
• Retention policy sets an expiration date for the data, so that you won’t hold onto it after it’s no longer needed for the purposes your users have agreed with.
• Restricted sharing means that you will not share the data with other parties unless required to satisfy the purposes your users have agreed with.
• Privacy as a user experience (UX) element means that UX design should incorporate privacy considerations, so that users can have agency over their own decisions regarding privacy protections and related settings.
• Ongoing compliance and education means that Privacy by DesignAn approach where data protection and privacy measures are baked into the technological design of an app or service from the very beginning. is a process that should be constantly evaluated and reworked within your organization. Laws and technologies evolve, and so should your practices.

Following these approaches means that you might ultimately need to switch third-party service providers in case their offering conflicts with Privacy by DesignAn approach where data protection and privacy measures are baked into the technological design of an app or service from the very beginning. principles.

Luckily, these days almost all data-related practices have a host of vendors to choose from. It’s also possible that communicating your privacy concerns clearly to vendors whose services lack the required features might be just enough to prioritize privacy design in future iterations of these services.

As a technical marketer, treat Privacy by DesignAn approach where data protection and privacy measures are baked into the technological design of an app or service from the very beginning. more than just a compliance checklist.

It’s a philosophy that governs all of your actions when working with users and their data. It’s not just about laws and regulations – it’s also about a shift to a more ethical and user-centric approach to marketing in general.

Privacy by DesignAn approach where data protection and privacy measures are baked into the technological design of an app or service from the very beginning. can be more than just a regulatory necessity. It can be a strategic asset. Your brand can use Privacy by DesignAn approach where data protection and privacy measures are baked into the technological design of an app or service from the very beginning. to differentiate as one that values and protects its customers’ privacy.

This is one of the strongest messages you can push in this era of data overuse and misuse.

Quiz: Privacy By Design

Ready to test what you've learned? Dive into the quiz below!

1. Which of the following are foundational principles of Privacy by Design?

Privacy should be prioritized over any other product or service design aspects

Privacy efforts should be seen as positive-sum, not zero-sum

Personal data should be appropriately hashed before processed by your organization

Privacy efforts should be proactive, not reactive

The foundational principles include privacy as a preventative and positive-sum effort. Privacy by Design does not mean that privacy is automatically the most important thing for your service to consider, nor does it dictate the use of specific data security measures like hashing.

The foundational principles include privacy as a preventative and positive-sum effort. Privacy by Design does not mean that privacy is automatically the most important thing for your service to consider, nor does it dictate the use of specific data security measures like hashing.

2. How is Privacy by Design a potential competitive advantage?

It helps engender trust in your brand, and your customers and prospects learn to rely on you to keep their data secure

Privacy-related features are an easy way to increase the cost of your services

The fines for privacy breaches can stunt even a large company's growth

The competitive advantage comes mainly from brand recognition, word-of-mouth, repeat business, and consumer loyalty. Especially if your business revolves around data, these are not trivial things – they are the differentiator for more and more consumers as they become more privacy-savvy.

The competitive advantage comes mainly from brand recognition, word-of-mouth, repeat business, and consumer loyalty. Especially if your business revolves around data, these are not trivial things – they are the differentiator for more and more consumers as they become more privacy-savvy.

3. What does data minimization mean?

You should only collect the minimum required amount of data to satisfy its purpose

You should always divulge only the minimum amount of information about what data has been collected about your users

Data should always be compressed and minimized at storage time

Data minimization means that you only collect the minimum required amount of data to satisfy the purpose for its collection. This purpose needs to be something you have a legitimate basis for, such as explicit agreement from the user.

Data minimization means that you only collect the minimum required amount of data to satisfy the purpose for its collection. This purpose needs to be something you have a legitimate basis for, such as explicit agreement from the user.

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