JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
The Challenge of Online Privacy to Global Marketers
Author(s): Héctor R. Lozada, Gary H. Kritz, Alma Mintu-Wimsatt
Citation: Héctor R. Lozada, Gary H. Kritz, Alma Mintu-Wimsatt, (2013) "The Challenge of Online Privacy to Global Marketers," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 1, pp. 54 - 62
Article Type: Research paper
Publisher: North American Business Press
Over the past year the debate on the challenges that online privacy pose to global marketers has
intensified. As a result, there is a push in the U.S. and the European Union to protect consumer online
privacy and this push is being countered by a move by online advertisers and marketers to self-regulate.
In this article, the authors outline tactics that marketers pursue that have come under serious scrutiny
over the past two years. Also addressed are legal and voluntary measures that are being considered, and
recent infractions that are cause for concern. The article concludes by addressing areas that remain
unclear regarding privacy protection and consumer trust.