Let consumers know more about their privacy, Deloitte tells brands

Consumers trust brands with their data but direct sales pitches, inappropriate online marketing messages and being dishonest with data breaches can destroy brand value, Deloitte Consulting has found in its fourth Australian Privacy Index.

The survey, which comes as Facebook recovers from the fallout from the Cambridge Analytica scandal, suggested consumers have greater trust in companies that are transparent with their privacy policies but Australian brands were failing to capitalise on this.

Viljoen: Honesty will drive the future value exchange

Having examined the practices of 100 Australian brands and attitudes of 1,000 local consumers, the survey found most companies were failing to disclose they were sharing data with third parties with only 15% explicitly indicating they are sharing information.