New realities in data privacy

THE continuing digital revolution has changed how consumers share information and how organisations communicate, build relationships and gather data for analysis or sale.

Organisations which collect and process such information into a database do so to gain better understanding of customer behaviour to deliver better service and increase the likelihood of sales. However, this collection and sharing of information carries risks if not properly managed.

From July 2 this year, the Personal Data Protection Act (PDPA) governs the collection, use and disclosure of personal data. Those found lacking in compliance face consequences under the Act.

The PDPA does not seek to limit an organisation's business or ability to collect and use customers' information. However, organisations that do not manage their customers' data properl…