As indicated in previous blogs, we are covering commonly-held misconceptions to provide clarity over what's important to those embarking upon their DPDPA compliance journey. Our particular focus here is on compliance with India’s new Digital Personal Data Protection Act, but it is worth reiterating that the lessons are globally applicable.

Having considered the misunderstanding that surrounds what constitutes personal data in last week's post, we are staying with consumers and underlining how important privacy is to them and how privacy influences their buying behaviour.

Misconception 5: Consumers don't care about privacy

“Privacy is dead” “Consumers only want convenience” “Consumers only want the lowest price” – all of these statements are used to justify minimising efforts to deliver compliant data protection programmes. We didn’t agree, so we did the research. Visit privacymadepositive.com for access to the full reports on our multiple survey programmes; the headline is that 70% of consumers include privacy in their decision-making. This applies both to aversion – a decision not to proceed because of concerns about their data – and selection – choosing one product or service over another on the basis of better data protection.

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Read our 10 DPDPA misconceptions series

Interested to read the series in full? Click on the links below.

Misconception 1: data protection is all about breach prevention

Misconception 2: Compliance is just paperwork.

Misconception 3: it’s all about consent

Misconception 4: personal data is PII

Setting off on your DPDPA compliance journey?

If you’d like us to help you achieve DPDPA compliance and transform your data from a risk into an asset, you can Contact Us.

If you are looking for more information regarding DPDPA compliance, visit our DPDPA resources page.