This flexibility is increasingly critical Any company with global ambitions risks being of the state the right not only to access their data, and app activity to make its products more useful 31 overwhelmed as new regulations emerge around but also to control and delete it. And Brazil’s to individual customers, but customers can set the world. The implementation of GDPR alone privacy law, Lei Geral de Proteção de Dados time limits on how long that data can be used 33 sent businesses scrambling. After a two-year Pessoais (LGPD), is slated to go into effect in after it is generated. While it’s already possible delay in enforcement, more than 60 percent of August 2020. While similar to GDPR, the amount to delete data manually, the auto-delete settings companies said they still didn’t expect to be fully of time companies are given to respond to go a step further. Google is giving customers the 27 compliant by the May 2018 deadline. One year individuals’ requests will be shorter, and the option to manage their data on a constant and later, the EU had fined organizations around the definition of “personal information” is broader.32 rolling basis—increasing their agency, not just 28 world millions for non-compliance. A major airline over their data, but also in their relationship was issued a £183,000,000 fine over an incident Organizations can’t afford to be set back by each with the company. that compromised customer data; a hospital in the new regulation, especially at the speed these laws Netherlands was fined over lax controls regarding are going into effect. Like Slack, businesses will Businesses like Slack and Google are setting access to patient data; and a school in Sweden need to build flexibility and transparency into their themselves up to navigate a new reality— was fined after trialing a facial recognition system data collection and storage practices, prioritizing something every enterprise needs to do. Businesses 29,30 to take attendance. their ability to make changes quickly and easily. in every industry must tread a fine line between delivering the products, services and experiences And new data privacy laws are expected to make Google demonstrates another way that increasing their customers want versus non-compliance things even tougher. The California Consumer customer agency can help businesses balance with ever-changing regulation. Incorporating Privacy Act, effective January 2020 and regulation compliance with business goals. The customer agency will help organizations maintain enforceable in July 2020, will bring another wave company is offering customers auto-delete that balance, setting them on a new path toward of stricter regulations. The law gives residents controls: Google still uses location data and web regulation resilience.