Personal Data Sharing: Canadian Perspectives and Consumer Concerns
In 2024, the Canadian Marketing Association (CMA) conducted a comprehensive study exploring Canadians’ attitudes towards sharing personal data with businesses for marketing purposes. The research revealed that transparency, control, and strong privacy laws are key factors influencing consumer comfort levels in this digital age.
Transparency and Control: Building Trust in Data Sharing
Three-quarters of Canadians expressed greater comfort in sharing their personal data when organizations provide transparency about how their data is being used and offer the opportunity to adjust preferences over time. This highlights the importance of building trust through open communication and empowering consumers with control over their data usage.
Consumer Concerns: Data Security and Privacy Breaches
The study identified the primary concern among Canadian consumers regarding personal information online as having their data stolen or misused by malicious actors. This concern far outweighs the concern of having their data used for targeted advertising or offers, emphasizing the need for robust data security measures and responsible data handling practices.
Privacy Legislation: Strengthening Protections and Regulations
A stronger privacy law, such as the proposed Consumer Privacy Protection Act (CPPA), emerged as a significant factor in increasing consumer comfort with sharing personal information. Canadians expressed support for higher fines for companies that violate privacy regulations and the inclusion of plain and clear information about data handling practices.
Individual Responsibility and Regulatory Certainty
While updated privacy laws are crucial, the study also revealed that the majority of Canadians believe individuals share responsibility for protecting their privacy. This highlights the need for both modernized legal protections for consumers and regulatory certainty for businesses, particularly small and medium-sized enterprises (SMEs).
Bill C-27: Addressing Consumer Privacy and Market Dynamics
The CMA’s appearance before the House of Commons Standing Committee on Industry and Technology emphasized the importance of adopting the CPPA with targeted amendments. The proposed amendments focused on enhancing protections for minors’ personal information, establishing a meaningful consent model to combat consent fatigue, and developing a framework for de-identified and anonymized data that balances benefits and restrictions.
Impact on Canadian Businesses: Modernization and Global Competitiveness
The CPPA is seen as essential for modernizing consumer protections and providing businesses with the certainty they need to operate effectively. It would enable Canadian SMEs to compete in the global marketplace, fostering a level playing field and encouraging innovation. A delay in adopting this legislation could lead to a patchwork of privacy regulations across the country, creating confusion and complexity for businesses and consumers.
CMA’s Commitment to Consumer Protection and Marketer Development
The Canadian Marketing Association serves as the voice of marketing in Canada, advocating for the powerful impact of marketing while championing ethical and responsible practices. The CMA provides opportunities for marketers to develop professionally, contribute to thought leadership, build networks, and strengthen the regulatory environment for business success.
Conclusion: Navigating the Data Privacy Landscape
The CMA’s research underscores the evolving relationship between consumers, businesses, and personal data in the digital era. Transparency, control, strong privacy laws, individual responsibility, and regulatory certainty are key elements in shaping a responsible data ecosystem that respects consumer privacy rights and fosters innovation and growth. As technology continues to transform the marketing landscape, organizations must adapt to meet the evolving expectations of consumers and adhere to evolving privacy regulations.
About the Research:
The CMA study, conducted by Sago from September 29 to October 3, 2024, surveyed 1,563 Canadian adults aged 18+ who are online panelists of the AskingCanadians panel. The results were weighted to match the population’s demographics according to Census data. The margin of error for this sample size is +/- 2.5%, 19 times out of 20.
About the Canadian Marketing Association:
The CMA is the leading voice of marketing in Canada, representing virtually all of the country’s major business sectors and marketing disciplines. The association’s purpose is to champion marketing’s powerful impact, providing opportunities for members to thrive today while building the marketing mindset and environment of tomorrow. The CMA’s Chartered Marketer (CM) designation signifies high qualification and adherence to best practices, as reflected in the Canadian Marketing Code of Ethics and Standards. The CMA’s Consumer Centre helps Canadians better understand their rights and obligations.