Why brands need to step up preparations for a new digital marketing environment? Why the collection of personal information should be legal, necessary and minimalist?

Alibaba and Tencent have created large ecosystems that span e-commerce, messaging, gaming, maps applications and more, enabling brands to very precisely target their marketing communications. Personal data and privacy protection are next in line in China’s regulators’ efforts to rein in big tech’s power and regulate the country’s growing digital ecosystem. China’s Personal Information Protection Law (PIPL) is currently under a second review but is expected to be law by the end of the year. It addresses how organisations and individuals collect, store and transfer data. It also stipulates that Chinese consumers should give informed consent before personal information is collected, should be informed of why it is collected and how it is used, and be entitled to rescind consent at any stage. For luxury brands, consumer consent will now become essential in order to collect Chinese data, inside and outside the borders of the People’s Republic. That marks a significant shift from the powerful and largely unregulated tech ecosystem that currently exists, experts say.

But why brands need to step up preparations for a new digital marketing environment?
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