Consumer Backlash Why Personal Data Requests Spark Controversy

In the context of cyber security More than 50% of the consumers surveyed are not aware of their rights, including the right to give or withdraw consent regarding use of personal data.

The survey of PWC says, India's data privacy landscape highlight a significant awareness gap regarding the Data Protection and Digital Privacy (DPDP) Act among consumers. Here are the key insights derived from the report:

Only 16% of consumers are aware of the DPDP Act, showing consistent ignorance across various demographics, including age, profession, and geography. At the same time, only 40% of organizations claim to understand the DPDP Act, with a mere 9% reporting a comprehensive understanding of its provisions.

Secondly, more than 50% of surveyed consumers are unaware of their rights related to personal data, including the ability to give or withdraw consent for data usage. Whereas, 70% of consumers find privacy policies difficult to understand, contributing to their confusion about data usage and consent.

Thirdly, 69% of consumers feel their data may not be safe with organizations, indicating a critical need for building trust through transparency. Despite the evident consumer concerns, only 36% of companies have implemented measures to reassure employees about the protection of their personal data.

Many organizations do not plan to invest in creating awareness about consumer rights, which is essential for fostering a privacy-conscious culture. Experts emphasize that bridging the gap between the law's enactment and its implementation requires a collaborative effort among the government, organizations, and society.

There is a call for a cultural shift toward recognizing the value of personal data protection, similar to the evolution seen in financial asset security awareness. Regulators should prioritize campaigns to educate the public about their data protection rights and the DPDP Act.

Moving forward, strengthening oversight mechanisms is crucial to ensure organizations adhere to data protection laws effectively. Organizations should develop data protection strategies that consider all consumer segments, particularly vulnerable groups.

The most important is to address the knowledge gap and fostering an environment of trust around data privacy is essential for the successful implementation of the DPDP Act. A concerted effort is needed from all stakeholders to raise awareness and promote understanding of data protection rights among consumers.