How much will privacy regulation disrupt the local search market in 2018?
Columnist Wesley Young covers a growing storm of events that are likely to culminate in substantial regulatory change and analyzes the impact that can have on the local search industry.
Most marketing professionals don’t give much thought to the regulatory climate. In the US, unlike Europe, privacy laws are largely industry-specific and targeted toward healthcare and financial services. Thus, marketers have largely been able to rely on lawyers to provide privacy disclosures and then go on to business as usual.
Yet there are a number of indications that a tipping point may be near, giving way to new regulations that demand significant changes in business practice. These changes can have a disproportionate impact on small and medium-sized local businesses. And varying standards across state lines means that companies with local operations in different states may have to make multiple adjustments.
Below, I take a look at the current environment and indicators that major changes are due in 2018. Then I cover seven ways changing privacy laws will impact the local search market.