India’s Digital Personal Data Protection (DPDP) Act is a landmark in the evolution of data privacy legislation, especially in a country where cyber and data rights laws have remained relatively underdeveloped. While the Act is seen primarily as a compliance hurdle for businesses, it holds the potential to redefine how brands, agencies and influencers engage with audiences. It signals the transition from a marketing ecosystem heavily reliant on data exploitation to one that prioritises trust and transparency.
The DPDP Act, with its strict mandates on collecting, storing and processing personal data, compels businesses to rethink their practices. For an industry like advertising, where data drives personalisation and audience targeting, this shift is monumental. Platforms like Instagram, LinkedIn and Facebook which have long capitalised on granular consumer insights, will need to revisit their algorithms and policies to ensure compliance. While this may initially seem like a barrier, it also creates an opportunity for brands to strengthen consumer relationships by adopting ethical practices.
For influencer marketing, the implications are equally profound. Influencers, often viewed as smaller-scale marketers, will now need to be mindful of how they use audience data, particularly when collaborating with brands. This is an opportunity for influencers to reinforce their authenticity by aligning with privacy-centric practices, which could ultimately enhance their value as trusted voices in the marketing ecosystem. Transparency in partnerships and campaigns will no longer be optional, it will be critical for sustaining audience trust.
From a strategic perspective, the DPDP Act encourages brands to move beyond over-reliance on invasive targeting. It pushes marketers to innovate with storytelling, community building and contextual relevance approaches that resonate without violating privacy. This is a golden opportunity for the advertising and marketing industry to pivot toward more creative, respectful engagement strategies that foster long-term loyalty rather than short-term gains.
The Act also brings to the forefront the need for clear communication. Businesses must transparently convey how they collect and use data, ensuring that consumers are fully informed. This isn’t just about legal compliance, it’s about reinforcing trust in an age where data breaches and misuse have eroded public confidence. Brands that lead the way in this regard will not only meet regulatory requirements but also position themselves as pioneers in ethical marketing.
Moreover, the DPDP Act could catalyze collaboration between brands, influencers and platforms. Together, they can create a privacy-first ecosystem that aligns with both regulatory demands and evolving consumer expectations. For instance, platforms like Instagram and LinkedIn could offer built-in compliance tools, while brands could provide training and resources to influencers to ensure alignment with privacy norms.
While challenges remain particularly for smaller businesses struggling with compliance costs, the DPDP Act is not merely a burden. It is a blueprint for an evolved marketing ecosystem where data ethics take centre stage. By embracing this transformation, brands and agencies have the chance to lead by example, setting new benchmarks for responsible marketing in India and beyond.
More than a regulatory milestone, the DPDP Act is an invitation to build a future where trust, creativity and transparency define the relationship between businesses and their audiences. The question is not whether we can adapt, but how swiftly and effectively we can seize this opportunity to reshape the narrative of digital marketing.
(The author is the Chief Strategist and Director at Flags Communications)
