IN THE CURRENT BETA GENERATIONAL digital economy, personal data is the life and blood of personalised service providers. In jurisdictions, where consent is the only legal ground for data processing, for maintaining seamless user experience with preserving the sanctity of user experience, compliance is the balancing act.
It is a challenge for these service providers, particularly for Over-the-Top (‘OTT’) platforms, who stack their business models on targeted advertising and personalised recommendations. Here, the critical question is, how does one seek user consent without turning the user experience into an obstacle course of pop-ups and disclaimers? How does one create a system that feels less like bureaucracy and more like a handshake, an agreement built on transparency and trust?
User experience and consent framework
Consent, under most data protection laws such as the EU’s General Data Protection Regulation, India’s Digital Data Protection Act, 2023, and in comparable jurisdiction frameworks, like Brazil (LGPD) and Japan (APPI), is a user’s freely given, informed, and specific agreement to allow data processing.
User experience plays a pertinent role in the effective implementation of consent-based data processing frameworks. A focus on transparent and user-friendly practices is essential to foster trust and compliance for service providers to navigate the complexities of collecting and managing user data.
Service providers must not view consent as a mere legal formality. Making compliance an effortless part of the journey assures users that their data is in safe hands. To realise this, the consent framework must account on transparency, granularity and constant engagement.
