The Impact of the Personal Data Protection Law on Digital Marketing Strategies in Banking Companies
DOI:
https://doi.org/10.22225/jhp.12.2.2025.171-177Keywords:
The UUPDP, marketing strategies, bankingAbstract
The banking industry went through a rapid digital transformation. The widespread use of digital technology in marketing also presents new challenges related to personal data protection. Banking companies will need to adjust their marketing strategies to be effective but also adhere to data-protection regulations. Personal data protection laws can be a challenge to companies, but they also open opportunities to build customer trust through strong privacy practices. The method used in the study was empirical juridical by using a qualitative approach that produced analytical data based on observation, and questionnaire's analysis. The purpose of this study is to observe firsthand the facts in the field of how law is applied in society. According to research, the personal data protection law (UUPDP) significantly transformed the landscape of digital marketing strategies for Indonesian banking companies. While it presents challenges in compliance, agreement management, and risk penalties, the UUPDP also opens up opportunities to build stronger trust, encourage innovation in marketing approaches, and improve overall data governance. Ironically, after the UUPDP has been legalized for more than two years, the formation of the private data protection agency has yet to be realized, resulting in the realization of the rights of the data subject as well as in law enforcement. It is incompatible with the spirit of the constitution and the UUPDP to ensure the fulfillment of the rights of data subjects as part of human rights. For legal certainty and ensuring the fulfillment of the rights of data subjects (customers), the government must immediately enforce the UUPDP regulation as one that regulates the technical matter.
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