Government must help protect public's browsing data, says panel

The Government should step in to show the public how to protect their data when browsing the web amid growing concerns over privacy, according to Betfair global head of digital Ben Carter.

Speaking at the Big Questions Live event, Carter expressed fears about the effectiveness of the EU Cookie Directive and argued the onus should be on the Government rather than brands when it comes to data protection.

Carter said: "I think as marketers there is a bigger debate, which is increasingly about being relevant and personalised, but in a way that I don’t know who you are or where you are on the internet, but the reality is there are lots of products that enable me to pretty much find you and target you.

"There is a need for the Government to show how people can be in control of their browsing."

Carter added browsing data should be used to create compelling content rather than banner ads in order to help add value to the public.

He explained: "The internet is just a utility – if you give people stuff that is relevant towards their lives and isn’t an advert I think they will feel better towards you."

Paul Smernicki, head of digital at Universal Music UK, agreed consumers should benefit from brands harvesting data because "customers understand that data equals better stuff for them".

The majority of consumers understand there is a trade off between giving up data and benefiting in return unless they are "a conspiracy theorist", according to Smernicki.

He concluded: "If they sign up to an artist’s mailing list they are aware of what they are doing and they know they are going to get something in return."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers