New technologies permit marketers to direct personalized messages to individuals and/or small cohorts of recipients selected by reported, observed, and inferred characteristics and behaviors. These advances raise concerns, however, among advocates, legislators and consumers as to whether marketers have excessively intruded upon individuals’ private lives and might use their acquired knowledge to harm, rather than serve, the public. Jonathan Avila will explore potential points of privacy friction and suggest how consumer research and marketing can enhance the consumer experience by avoiding collision with emerging legal norms and consumer privacy expectations. He will address issues including personalization, digital redlining, the right to be forgotten, data portability, and recent privacy litigation trends.

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