Ask the Board – July 20, 2020 | WELLS CAUGHEY


“As technology for digital signage matures and becomes more interactive and personalized with beacons and video analytics, should regulation similar to the recent GDPR and CCPA (California Consumer Privacy Act) policies for the web be implemented for digital signage?”

While the GDPR, CCPA, and other privacy/anonymity laws are typically aimed at data mining and tracking users’ web activities, the scope of these laws is not generally limited to the web; they already apply to digital signage technologies. Instead of enacting laws that create entirely new privacy/anonymity standards for digital signage technologies, I think it is far more likely that lawmakers will amend their current laws to clarify or close loopholes in the current regulations as digital signage technologies mature.  As a result, the best way to future-proof a digital signage installation is to ensure that it complies with the intent and spirit of existing regulations.

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Technology & Connected Environments

Brand Marketing & Ad Agencies Council

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