"If 2025 proved anything, it is that the advertising supply chain is still built on fragile legal ground. TikTok was fined €530m (£460.8m) after Ireland's data regulator found that Chinese engineers continued accessing EU user information without proper safeguards. Google followed with a USD$425m (£316.6m) class action suit for collecting user data even after tracking features had been turned off."
"For Utiq UK's managing director, Sarah Vincent, these flashpoints reflect a broader divergence between how platforms monetise data and how governments intend to control it: "Large brands, in particular, face the challenge of keeping up with rapidly evolving regulations wherever they operate, knowing they will be held publicly accountable by regulators," says Sara. "With data privacy already one of the most complex and heavily fined areas of global compliance, this is a pressing issue.""
2025 exposed deep legal fragility across the advertising supply chain, driven by cross-border data flows, platform practices, and evolving privacy regimes. Regulators issued major penalties and legal action for unauthorized access and continued tracking, demonstrating tangible enforcement risk for platforms and advertisers. Privacy frameworks diverge: GDPR mandates opt-in for personalized ads, CCPA operates on opt-out, Brazil's LGPD mixes approaches, and China's PIPL requires purpose-specific consent and local data storage. Cross-border ad delivery can render otherwise compliant campaigns illegal when they cross jurisdictions. AI accelerates data processing and blurs provenance, increasing complexity for consent mapping and compliance attribution, forcing brands to seek technical and legal workarounds.
Read at Exchangewire
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