IAB Tech Lab, the global body that sets digital advertising technical standards, has released a draft Data Deletion Request Framework as an addition to the Global Privacy Platform (GPP), and is inviting comments from stakeholders over a 30-day window.
This specification facilitates the handling of data deletion requests in accordance with the changing landscape of consumer privacy rights as dictated by privacy laws.
Jared Moscow, Director of Product, Privacy & Addressability, IAB Tech Lab, said, “The ‘Right to Delete’ is a Data Subject Right (DSR) currently protected by the GDPR, 12 US state privacy laws, and additional privacy legislation, including Quebec Law 25.”
He added, “The Data Deletion Request Specification serves as the digital advertising industry’s inaugural signaling mechanism to uphold this DSR. As privacy laws evolve with an increasing focus on consumer rights, this specification equips industry stakeholders with the essential technical framework for proficiently managing data deletion requests.”
The industry has been grappling with the need for a standardized data deletion request solution, informed an IAB Tech Lad statement. This specification is intended to fill a crucial gap by offering clarity and strategic insights into the practical implementation of data deletion request handling.
Integrating this feature into the Global Privacy Platform empowers IAB Tech Lab members to transition away from the US Privacy specification entirely, ensuring comprehensive feature coverage, the statement added.
Patrick McCann, SVP Research, Raptive, said, “This forward-looking initiative lays the foundation for improved data protection within the digital advertising industry, thereby promoting increased trust and compliance as privacy regulations continue to evolve. It represents a significant step towards a more secure and responsible digital advertising landscape.”
The Data Deletion Request Framework claims to offer significant advantages to brands, technology vendors, and publishers by establishing a standardised and interoperable framework that simplifies compliance with privacy laws.
This framework supports efficient and consistent handling of data deletion requests throughout the complex digital advertising ecosystem to safeguard consumer rights while decreasing reliance on disparate systems, according to IAB Tech Lab.
Stakeholders can review and comment on the specification here.
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