Key Points

• Privacy compliance is being treated as operational infrastructure inside marketing and adtech rather than a separate legal review step.
• GDPR, CCPA, and related state privacy laws are driving automation for DSAR handling, retention controls, audit trails, and disclosure workflows.
• EU enforcement is tightening around transparency in digital advertising, with DSA action and court rulings shaping publisher and advertiser responsibilities.
• Sensitive data exposure in ads remains a key risk, especially when language or targeting can reveal protected characteristics indirectly.
• Marketing compliance platforms are using AI scanning and jurisdiction-specific rules to catch risky claims before publication and monitor campaigns afterward.
• The topic is coherent and current, with most evidence pointing to ongoing regulatory adaptation rather than a one-off enforcement event.