{"id":6383,"date":"2025-05-14T05:47:00","date_gmt":"2025-05-14T10:47:00","guid":{"rendered":"https:\/\/trustarc.com\/?post_type=resource&#038;p=6383"},"modified":"2025-05-13T10:16:35","modified_gmt":"2025-05-13T15:16:35","slug":"expectation-reality-data-broker-use","status":"publish","type":"resource","link":"https:\/\/trustarc.com\/resource\/expectation-reality-data-broker-use\/","title":{"rendered":"Consumers Want Control: Bridging the Gap Between Expectation and Reality on Data Broker Use"},"content":{"rendered":"\t\t<section id=\"block_5f534acbc19c0af90d00d3be5907fb01\" class=\"resource-intro intro-simple\">\n\t\t\t<div class=\"container\">\n\t\t\t\t\t\t\t\t\t<strong class=\"sub-title block uppercase\">articles<\/strong>\n\t\t\t\t\t\t\t\t\t\t<h1>Consumers Want Control: Bridging the Gap Between Expectation and Reality on Data Broker Use<\/h1>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\n\n\t<section id=\"block_420ac08607ec86d8f36b0c40e91732f6\" class=\"columns-content\">\n\t\t<div class=\"container\">\n\t\t\t<div class=\"left\">\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<div class=\"middle\">\n\t\t\t\t<div class=\"content\">\n\t\t\t\t\t<p>Imagine ordering a pizza online. You&#8217;re hungry, tired, and one click away from cheesy satisfaction. Except the app wants your location, your browsing history, your Spotify playlist, and your mother\u2019s maiden name. All for \u201corder optimization.\u201d<\/p>\n<p>Sound ridiculous? It\u2019s not. It\u2019s business as usual in the world of data brokers.<\/p>\n<p>In today\u2019s data economy, consumer data is currency, and data brokers are the stock market. But while consumers increasingly demand transparency and control, corporate privacy practices don\u2019t always match those expectations. That disconnect is growing more visible, more urgent, and, thanks to new research from TrustArc, more quantifiable than ever.<\/p>\n<p><a href=\"https:\/\/trustarc.com\/resource\/survey-series-reflecting-consumer-and-professional-views-on-privacy\/\" target=\"_blank\" rel=\"noopener\">Download the research report<\/a> to get detailed insights from 600 global respondents on the state of data sharing, consent, and third-party risk.<\/p>\n<p>This article explores the contrasting perspectives of consumers and companies when it comes to the collection, sharing, and sale of personal data. It dives deep into awareness, behaviors, business practices, and regulatory readiness, offering actionable insights for professionals who want to <a href=\"https:\/\/trustarc.com\/resource\/build-scalable-privacy-program\/\" target=\"_blank\" rel=\"noopener\">build privacy programs<\/a> that inspire trust, not backlash.<\/p>\n<h2>The privacy awareness revolution (and its limits)<\/h2>\n<p>In TrustArc\u2019s <a href=\"https:\/\/trustarc.com\/resource\/survey-series-reflecting-consumer-and-professional-views-on-privacy\/\" target=\"_blank\" rel=\"noopener\">2025 Privacy Pulse Survey<\/a> of 300 consumers and 300 privacy professionals across North America and Europe, <strong>75% of consumers reported being aware that data brokers can sell their personal data,<\/strong> often without explicit consent. That\u2019s not a niche concern anymore; that\u2019s mainstream awareness.<\/p>\n<p>Yet awareness doesn\u2019t always translate into action. Of those aware consumers, <strong>only 64% have taken steps to protect their data, while 11% remain unaware and inactive.<\/strong> Even more telling: people who are aware of data brokers are more than <strong>twice as likely to adjust their privacy settings<\/strong> and opt out of data sales compared to those who aren\u2019t.<\/p>\n<p>Top three consumer actions to protect data:<\/p>\n<ul>\n<li>Adjusting privacy settings (45%)<\/li>\n<li>Opting out of data sharing\/sales (37%)<\/li>\n<li>Using browser extensions to block tracking (25%)<\/li>\n<\/ul>\n<p>These are encouraging trends but not complete solutions. Many consumers still feel overwhelmed or powerless in the face of complex tracking systems and hidden sharing arrangements. In other words, \u201cthey know cookies aren\u2019t just chocolate chip, but they still don\u2019t know what they\u2019re consenting to.\u201d<\/p>\n<p><a href=\"https:\/\/trustarc.com\/resource\/webinar-consumer-expectations-vs-corporate-realities-on-data-broker-use\/\" target=\"_blank\" rel=\"noopener\">Watch the full webinar on-demand<\/a> to hear firsthand from TrustArc and Golfdale Consulting about these findings and how businesses can respond.<\/p>\n<h2>Corporate vetting: Good intentions, incomplete execution<\/h2>\n<p>On the flip side, most businesses aren\u2019t asleep at the privacy wheel. According to the research, 64% of organizations have implemented vendor assessments throughout their supply chains. Not surprisingly, those with robust vendor vetting score significantly higher on the TrustArc Global Privacy Index (69%) than those who haven\u2019t (28%).<\/p>\n<p>But here&#8217;s the twist: <strong>fewer than half of companies conduct direct assessments or audits of their third-party vendors&#8217; consent practices.<\/strong> In a digital landscape full of regulatory traps and reputational risks, this is like checking your parachute\u2019s straps but not the ripcord.<\/p>\n<p>Common business practices include:<\/p>\n<ul>\n<li>Requiring proof of consumer consent (69%)<\/li>\n<li>Including consent and compliance in contracts (63%)<\/li>\n<li>Relying on industry certifications (58%)<\/li>\n<li>Conducting due diligence (66%)<\/li>\n<li>Auditing third-party practices (45%)<\/li>\n<\/ul>\n<p>The underlying issue? Many companies have formal privacy policies, but many aren\u2019t applied consistently. <strong>28% admit their policy isn\u2019t regularly enforced,<\/strong> which raises a thorny question: If compliance is optional, is it really compliance?<\/p>\n\t\t\t\t\t\t\t\t<blockquote class=\"is-quote\">\n\t\t\t\t\t\t\t\t\t<p>If compliance is optional, is it really compliance?<\/p>\n\t\t\t\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t\t\t<h2>Consent fatigue or consent failure?<\/h2>\n<p>Consumers want clarity, not fine print. According to the survey:<\/p>\n<ul>\n<li>66% want to be notified when companies acquire their data from third parties.<\/li>\n<li>91% support stricter regulations on data broker activities.<\/li>\n<\/ul>\n<p>Yet companies still struggle with the basics: communicating clearly, confirming informed consent, and updating their policies to reflect real behavior\u2014not just aspirational statements. Some professionals rely on third parties to inform consumers, but this creates a chain of accountability that\u2019s only as strong as its weakest (or most opaque) link.<\/p>\n<p>TrustArc&#8217;s experts recommend a different approach: <strong>make consent obvious.<\/strong><\/p>\n<p>Transparency isn\u2019t just about disclosures. It\u2019s about plain language, consistency, and building in frictionless user controls. As the <a href=\"https:\/\/www.ftc.gov\/policy\/advocacy-research\/tech-at-ftc\/2024\/07\/no-hashing-still-doesnt-make-your-data-anonymous\" target=\"_blank\" rel=\"noopener\">FTC has clarified<\/a>, \u201canonymous data\u201d is essentially a myth when de-anonymization techniques are a few algorithms away.<\/p>\n<p><strong>Want to dig deeper into what professionals say they\u2019re doing to manage consent?<\/strong><\/p>\n<p><a href=\"https:\/\/trustarc.com\/resource\/survey-series-reflecting-consumer-and-professional-views-on-privacy\/\" target=\"_blank\" rel=\"noopener\">Download the report<\/a> for breakdowns of policies, communication tactics, and regulatory preparedness by region.<\/p>\n<h2>Regulation readiness: A tale of two continents<\/h2>\n<p>While the U.S. still lacks a comprehensive federal privacy law, state-level legislation is gaining ground. <a href=\"https:\/\/trustarc.com\/regulations\/ccpa-cpra\/\" target=\"_blank\" rel=\"noopener\">California<\/a>, <a href=\"https:\/\/trustarc.com\/regulations\/colorado-privacy-act\/\" target=\"_blank\" rel=\"noopener\">Colorado<\/a>, <a href=\"https:\/\/trustarc.com\/regulations\/virginia-cdpa\/\" target=\"_blank\" rel=\"noopener\">Virginia<\/a>, and <a href=\"https:\/\/trustarc.com\/resource\/unlocking-the-secrets-of-the-minnesota-consumer-data-privacy-act\/\" target=\"_blank\" rel=\"noopener\">Minnesota<\/a> (yes, Minnesota) have passed privacy laws with teeth, including rights to challenge automated profiling decisions.<\/p>\n<p>And companies are taking note:<\/p>\n<ul>\n<li>64% of businesses said they are \u201cmostly\u201d or \u201ccompletely\u201d prepared for regulations like the CCPA.<\/li>\n<li>US professionals are more likely than European ones to have a formal policy on using data brokers and to actively inform consumers (71% vs. 63%).<\/li>\n<\/ul>\n<p><a href=\"https:\/\/trustarc.com\/resource\/webinar-consumer-expectations-vs-corporate-realities-on-data-broker-use\/\" target=\"_blank\" rel=\"noopener\">Rewatch the webinar<\/a> to hear how geography shapes regulatory risk and why U.S. companies may take more aggressive action, even without a national privacy law.<\/p>\n<h2>Trust: The new currency<\/h2>\n<p>If there\u2019s one message privacy professionals should tattoo on their strategy decks, it\u2019s this:<\/p>\n<blockquote><p>\u201cA mature approach to privacy builds brand trust.\u201d<\/p><\/blockquote>\n<p>Consumers may tolerate some inconvenience, but they won\u2019t tolerate betrayal. When companies go beyond checkbox compliance (implementing clear consent frameworks, verifying vendor practices, and empowering users with privacy controls), they signal something bigger than policy alignment: they show respect.<\/p>\n<p>And respect breeds trust.<\/p>\n<h2>Guidance for privacy pros: What to do now<\/h2>\n<p>Want to avoid the \u201cBlack Mirror\u201d version of your privacy program? Here\u2019s where to focus:<\/p>\n<h3>1. Make rights real<\/h3>\n<p>Don\u2019t bury opt-outs under seven clicks. Match your onboarding experience with an equally easy offboarding process.<\/p>\n<h3>2. Simplify transparency<\/h3>\n<p>Create a <a href=\"https:\/\/trustarc.com\/products\/consent-consumer-rights\/trust-center\/\" target=\"_blank\" rel=\"noopener\">privacy hub or Trust Center<\/a> centralizing all notices, certifications, and data subject rights info.<\/p>\n<h3>3. Audit your assumptions<\/h3>\n<p>Review and reconcile your posted policies against actual data practices. If they\u2019re not aligned, fix them. Fast.<\/p>\n<h3>4. Choose consent first<\/h3>\n<p>Especially when dealing with non-public PII, lead with opt-in mechanisms. Build consent flows that are clear, contextual, and confirmed.<\/p>\n<h3>5. Invest in communication<\/h3>\n<p>Whether it\u2019s through interactive voice response systems (IVRs), chatbots, or privacy-forward messaging, reinforce your brand\u2019s commitment to protecting data.<\/p>\n<h2>What this means for the future of privacy governance<\/h2>\n<p>The future of privacy is about more than regulation. It\u2019s about reputation. As AI systems learn from consumer data, and biometric identifiers get folded into everyday transactions, companies that default to consent, minimize data collection, and disclose clearly will be the ones that stand out.<\/p>\n<p>Privacy professionals aren\u2019t just risk mitigators anymore. They\u2019re brand stewards, culture shapers, and trust architects.<\/p>\n<p>So the next time your marketing team wants to collect every click, ask them this: \u201cWould you still do it if you had to explain it on a billboard?\u201d<\/p>\n<p>That\u2019s the mindset shift the privacy movement needs.<\/p>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<div class=\"right sm\">\n\t\t\t\t<div class=\"share-it\">\n\t\t\t\t\t<strong class=\"title block uppercase\">Follow us<\/strong>\n\t\t\t\t\t<div class=\"soc-list\">\n\t\t\t\t\t\t<a href=\"https:\/\/www.linkedin.com\/company\/trustarc\/\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/trustarc.com\/wp-content\/themes\/trustarc\/assets\/dist\/images\/li-dark.svg\" alt=\"\" \/><\/a>\n\t\t\t\t\t\t<a href=\"\nhttps:\/\/twitter.com\/TrustArc\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/trustarc.com\/wp-content\/themes\/trustarc\/assets\/dist\/images\/tw-dark.svg\" alt=\"\" \/><\/a>\n\t\t\t\t\t\t<a href=\"javascript:;\" 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class=\"cta\">Subscribe<\/a>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/section>\n\t\n\n\t\t<section id=\"block_e96b0424d68efd91d6f47b8849097d5a\" class=\"resource-section\">\n\t\t\t<div class=\"container\">\n\t\t\t\t\t\t\t\t\t<div class=\"resource-head\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<h2>Related resources<\/h2>\n\t\t\t\t\t\t\t<a href=\"https:\/\/trustarc.com\/resources\/\" target=\"_blank\" rel=\"noreferrer\" class=\"cta block\">View all resources<\/a>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"two-columns\">\n\t\t\t\t\t\t<div class=\"left\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/trustarc.com\/resource\/survey-series-reflecting-consumer-and-professional-views-on-privacy\/\" class=\"resource-single \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"img-holder\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"560\" height=\"140\" src=\"https:\/\/trustarc.com\/wp-content\/uploads\/2024\/02\/res-feat-plus-gray-560x140.png\" class=\"attachment-560x140 size-560x140 wp-post-image\" alt=\"\" srcset=\"https:\/\/trustarc.com\/wp-content\/uploads\/2024\/02\/res-feat-plus-gray-560x140.png 560w, https:\/\/trustarc.com\/wp-content\/uploads\/2024\/02\/res-feat-plus-gray-300x75.png 300w, https:\/\/trustarc.com\/wp-content\/uploads\/2024\/02\/res-feat-plus-gray.png 610w\" sizes=\"auto, (max-width: 560px) 100vw, 560px\" \/>\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"text-holder\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"resource-label uppercase\">Research<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3>Survey Series: Reflecting Consumer and Professional Views on Privacy<\/h3>\n\t\t\t\t\t\t\t\t\t<p>Explore how consumers and companies manage data privacy, informed consent, and third-party data practices in our new Privacy Pulse Survey Report.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div><div class=\"right\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/trustarc.com\/resource\/webinar-consumer-expectations-vs-corporate-realities-on-data-broker-use\/\" class=\"resource-single  has-icon Webinars\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"img-holder\">\n\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"560\" height=\"140\" src=\"https:\/\/trustarc.com\/wp-content\/uploads\/2024\/02\/res-feat-woven-purple-560x140.png\" class=\"attachment-560x140 size-560x140 wp-post-image\" alt=\"\" srcset=\"https:\/\/trustarc.com\/wp-content\/uploads\/2024\/02\/res-feat-woven-purple-560x140.png 560w, https:\/\/trustarc.com\/wp-content\/uploads\/2024\/02\/res-feat-woven-purple-300x75.png 300w, https:\/\/trustarc.com\/wp-content\/uploads\/2024\/02\/res-feat-woven-purple.png 610w\" sizes=\"auto, (max-width: 560px) 100vw, 560px\" \/>\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"text-holder\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"resource-label uppercase\">Webinars and Videos<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3>Consumer Expectations vs Corporate Realities on Data Broker Use<\/h3>\n\t\t\t\t\t\t\t\t\t<p>Most consumers believe they\u2019re making informed decisions about their personal data\u2014adjusting privacy settings, blocking trackers, and opting out where they can. However, our new research reveals that while awareness is high, taking meaningful action is still lacking. On the corporate side, many organizations report strong policies for managing third-party data and consumer consent yet fall short when it comes to consistency, accountability and transparency.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/section>\n\t","protected":false},"excerpt":{"rendered":"<p>Consumers demand data transparency. Learn how businesses can bridge the privacy gap and build trust in the age of data brokers and consent risk.<\/p>\n","protected":false},"featured_media":1261,"template":"","topic-resource":[55,68],"type-resource":[6],"class_list":["post-6383","resource","type-resource","status-publish","has-post-thumbnail","hentry","topic-resource-data-privacy","topic-resource-risk-management","type-resource-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Consumers Want Control: Bridging the Gap Between Expectation and Reality on Data Broker Use | TrustArc<\/title>\n<meta name=\"description\" content=\"Consumers demand data transparency. Learn how businesses can bridge the privacy gap and build trust in the age of data brokers and consent risk.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/trustarc.com\/resource\/expectation-reality-data-broker-use\/\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/trustarc.com\\\/resource\\\/expectation-reality-data-broker-use\\\/\",\"url\":\"https:\\\/\\\/trustarc.com\\\/resource\\\/expectation-reality-data-broker-use\\\/\",\"name\":\"Consumers Want Control: Bridging the Gap Between Expectation and Reality on Data Broker Use | TrustArc\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/trustarc.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/trustarc.com\\\/resource\\\/expectation-reality-data-broker-use\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/trustarc.com\\\/resource\\\/expectation-reality-data-broker-use\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/trustarc.com\\\/wp-content\\\/uploads\\\/2024\\\/01\\\/res-feat-woven-gray-test.png\",\"datePublished\":\"2025-05-14T10:47:00+00:00\",\"description\":\"Consumers demand data transparency. 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