[eMarketer] Implications of China’s Personal Information Protection Law means for marketers

On Friday, the Chinese government passed the Personal Information Protection Law (PIPL), a data privacy law aimed at protecting consumers’ data from private companies, per Reuters. PIPL will take effect on November 1, 2021.

The law bears many similarities to the EU’s General Data Protection Regulation (GDPR), namely that companies must limit their data collection and obtain consent for the data they do still collect.

But unlike the GDPR, it only protects consumers’ data from the private sector—the government will still have full access, a provision that’s been criticized by privacy advocates worldwide.

eMarketer says that the new laws could help data-sharing relationships between private-sector international players run more smoothly, both for worldwide companies operating in China and for Chinese companies operating globally.

Some marketers are still struggling to comply with standards that differ from country to country, or even state to state in the US.

Though adapting to the PIPL will certainly be tough at first, the more major governments that agree on updated privacy guidelines, the easier it will be on marketers in the long run.

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