India's new data law is a wake-up call for marketers: Ignore DPDP and pay the price.

The article focuses on India's Digital Personal Data Protection Act 2023 (DPDP Act), which establishes comprehensive data privacy regulations amid the country's expanding digital economy. With 806 million internet users and a rapidly growing digital advertising market, the DPDP Act introduces stringent rules on data collection, consent, and accountability, emphasizing the need for explicit user consent before processing personal data. It designates businesses as Data Fiduciaries responsible for compliance and introduces a Consent Manager role to facilitate user consent management. The Act also outlines penalties for non-compliance, reinforcing the importance of data protection in marketing practices and urging organizations to prioritize privacy as a core operational principle. [Extracted from the article]