New Delhi: As data protection regulations gain momentum across global markets, a new Forrester report warns that marketing and advertising leaders must rethink their data strategies to stay ahead. Titled ‘Modern Privacy Requirements Change The Paradigm For Marketing And Advertising’, the report sheds light on how a rapidly shifting privacy landscape is compelling brands to move beyond mere compliance toward building consumer trust.
Since the implementation of the General Data Protection Regulation (GDPR) in 2018, privacy frameworks have become more stringent and fragmented. According to Forrester’s 2025 Marketing Survey, 58% of B2C marketing decision-makers are concerned about meeting the complex web of global data protection laws.
The report notes that privacy regulations are accelerating across the United States, with 19 states having already passed consumer data protection laws. Meanwhile, the possibility of a federal privacy law adds to the uncertainty. Cross-border data flows are also under greater scrutiny, as the European Union’s adequacy standards for data transfers continue to influence international policy.
AI regulation is another emerging area of concern. New frameworks like the EU’s AI Act and similar initiatives in Brazil and Canada are shaping expectations around responsible AI design and usage. At the same time, the reliance on third-party data is waning. Forrester estimates that 64% of B2C marketers will reassess their external data partnerships by 2025 due to rising compliance risks and data deprecation.
“Privacy isn’t just about compliance. While regulation is a major factor, companies can’t overlook consumers’ expectations,” said Stephanie Liu, Senior Analyst at Forrester. “Organizations that align privacy with customer trust and prioritize data quality over quantity will be better equipped to address a changing privacy landscape and drive competitive differentiation.”
The report also reveals that privacy is becoming a key brand differentiator. In the US, 44% of online adults say that how a brand handles data privacy strongly influences their purchasing decisions.
Forrester urges marketers to adopt a more customer-centric approach to privacy—investing in first-party data, transparent practices, and responsible AI to future-proof their marketing strategies in an era where trust is currency.
