oa Journal of Marketing - Brian Mduli - marketing imperatives : protecting against data theft and abuse of customers' personal information : 5 strong voices



Protecting against data theft and the abuse of consumers' personal information is getting extensive attention from South Africa's lawmakers as marked by the Protection of Personal Information (PPI) bill, the passing of which into legislation is imminent. The main aim of the PPI is to give effect to the constitutional right to privacy, to regulate the manner of processing personal information and to fall in line with international (mainly EU) standards for trans-border data flows. The bottom line is that these measures are being put in place and transgressions thereof will soon be punishable by law in a bid to stop the trade in illegally acquired or used consumer data. Any organisation that collects personal information needs to get to grips with how the PPI bill will affect their business, how and what information they may collect and store, implications for marketing to customers particularly from a direct marketing perspective, and what safeguards need to be put in place to guard against data loss and security breaches.


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