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3 of 3|Industry Compliance
video 20 min•Sector Requirements
E-Commerce
Consumer data and targeted advertising.
🎯 Learning Objectives
- ▸ Understand consumer data collection in e-commerce
- ▸ Analyze targeted advertising rules
The E-Commerce Challenge
E-commerce platforms track browsing history, purchase behavior, and location to recommend products. While this improves user experience, it requires massive data collection.
Under the DPDPA, platforms must obtain clear consent for marketing and profiling. They must also provide a simple way for users to delete their accounts and data.
📖 Glossary
- Behavioral Targeting
- A marketing technique that uses web browsing behavior, such as pages visited or searches made, to target advertisements.
🔑 Key Takeaways
- Consent is required for marketing cookies.
- Consumer rights (access, erasure) must be easy to exercise.
- Platforms must ensure vendor compliance.
📚 Further Reading
- DPDPA Section 6 — Government of India (2023)
Course Author
Shilpi Kulshrestha
Shilpi is a corporate lawyer with over a decade of experience in data protection, company law, and regulatory compliance. She has advised 50+ startups and enterprises on DPDPA readiness, privacy gover...