Businesses will soon face tougher privacy rules, by returning control of personal data to consumers and ensuring they are well-informed about their rights. Lyndall Spooner, CEO of Fifth Dimension Research and Consulting, says the legislation will require businesses to obtain clear, specific consent for data use, affecting everything from marketing to data retention. She says companies will face stringent requirements for transparency, security, and consumer rights, including the ability to object to data use and request data deletion. Lyndall underscores the profound impact these changes will have, particularly on marketing activities and loyalty programs, urging businesses to prepare for the shift.

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