Of course, non-compliance with these laws means hefty fines and legal repercussions. But committing to industry best
practices goes beyond mere legal compliance. It means being transparent about data practices, ensuring AI systems are
unbiased, and prioritizing user consent and control over personal data.
Additional steps could include:
Empowering Adherence
A company’s ethical framework should ensure that all team members know the correct procedures regarding compliance and
ethical behavior.
A robust This means understanding the policies and having the courage and support to stand behind them.
support system for reporting and addressing ethical concerns fosters ethical behavior and proactively corrects deviations.
Avoiding Unethical Data Collection
Companies must avoid deceptive practices to install cookies or collect data without customer consent. Transparency in data
collection and usage is crucial to maintaining consumer trust and staying legally compliant.
Respecting Customer Preferences
Organizations can, and sometimes do, bypass user preferences to gather more complete data. Other times, honest mistakes
are made. Health platforms GoodRx and BetterHelp in 2023 unknowingly shared customer health data with third-party
advertisers and found themselves in violation of FTC regulations and HIPPA privacy rules. In their case, they didn’t know how
much customer data was being gathered and shared from their tracking pixels. Whether it’s intentional or deliberate, failing to
respect customer privacy damages consumer trust, undermines the company’s reputation, and jeopardizes revenue.
A Blueprint for CMO Success in the High-Stakes AI Marketplace
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