The importance of companies to track consent

Will Kaye
Managing Director

Companies collect data (photos/videos) for various purposes but must track consent due to privacy concerns and legal implications....

In today's digital age, companies collect and store vast amounts of data, including photos and videos of people. These data can be used for various purposes, such as marketing, advertising, HR, safety, evidence and analysis. However, it is crucial for companies to track consent to use these photos and videos because of privacy concerns and legal implications.

You can read more about our consent management module here.

What is Consent

Consent is a fundamental principle of data protection. It is the permission granted by an individual for the processing of their personal data. In the case of photos and videos, consent must be obtained from the individuals featured in them before they can be used by the company. Without proper consent, the use of photos and videos can infringe on an individual's privacy rights.

Laws on consent and privacy:

Various privacy laws such as the General Data Protection Regulation (GDPR) in the EU and the California Consumer Privacy Act (CCPA) in the US require companies to obtain explicit consent from individuals before using their personal data. These laws impose hefty fines and penalties for non-compliance, which can harm a company's reputation and financial stability.

Australia is also making progress towards better consent and privacy laws. The country has recently introduced the Consumer Data Right (CDR), which is a framework that gives consumers greater control over their personal data. The CDR enables consumers to share their data with accredited third-party service providers in a secure and controlled manner. This framework allows consumers to access and share their data with businesses of their choice, giving them greater control over their personal data.

The Australian government has also introduced the Privacy Amendment (Notifiable Data Breaches) Act 2017, which requires businesses to notify affected individuals and the Office of the Australian Information Commissioner (OAIC) in the event of a data breach that is likely to result in serious harm. This law promotes transparency and accountability and enables individuals to take steps to protect themselves in the event of a data breach.

In addition to these laws, the Australian government is also considering introducing a new privacy law that will require businesses to obtain explicit consent from individuals before collecting and using their personal data. This law will be similar to the EU's GDPR and will provide individuals with greater control over their personal data.

The Australian government is also working towards creating a digital identity framework that will give individuals greater control over their digital identity. This framework will enable individuals to manage their digital identity across multiple services, giving them greater control over their personal data.

The ethical importance of consent

Tracking consent is also important for ethical reasons. For example, using someone's photo or video without their knowledge or consent can lead to negative consequences such as embarrassment, humiliation, or even harm to the individual's reputation or employment prospects. It is, therefore, essential for companies to respect an individual's autonomy and obtain their consent before using their personal data.

How tracking consent delivers a return on investment for companies

In addition to legal and ethical considerations, tracking consent can also benefit companies in the long run. It can help avoid fines, build trust with customers and enhance brand reputation. When customers and stakeholders know that their personal data is being handled with care and respect, they are more likely to trust the company with their data in the future. This can lead to increased customer loyalty and improved customer retention rates.

Furthermore, tracking consent can also help companies avoid potential legal disputes. In the event of a data breach or a privacy violation, having proof of explicit consent can serve as a defense against legal claims. This can save a company a lot of time and resources that would otherwise be spent in legal disputes.

How the HIVO platform helps companies track and manage consent

To track consent effectively, companies must have clear and transparent policies regarding the use of personal data. They must inform individuals about the purpose of data collection, the types of data collected, and the parties with whom the data will be shared. They must also provide individuals with the option to opt-out of data collection and use, as well as remove all data that they store on an individual upon request.

HIVO is a comprehensive digital asset management solution that allows teams to effectively manage image and video consent, intellectual property rights, copyright ownership, and intellectual property usage rights. With commercial grade ISO-certified AWS data centers, HIVO enables companies to legally manage stored media while ensuring the highest level of security and compliance. You can read more about our consent management module here.

In conclusion, tracking consent to use photos and videos that a company stores is of utmost importance. It ensures compliance with privacy laws, protects an individual's privacy rights, and enhances brand reputation. Companies that make an effort to track consent can build trust with customers, avoid legal disputes, and demonstrate their commitment to ethical data handling practices.

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