The State of Website Privacy (and Why It Matters for B2B Companies)

Article

Privacy compliance remains a critical concern, even for B2B companies.

Despite the growing importance of privacy laws, a huge percentage of the most visited websites in the U.S. and Europe are not compliant with two major privacy regulations—the California Privacy Rights Act (CPRA) and the General Data Protection Regulation (GDPR)—according to Privado.ai.

The data highlights a significant gap in privacy practices that could have severe implications for companies across industries, including B2B company websites.

In fact, adopting robust privacy practices is fundamental not only for not incurring in law issues, but also for maintaining customer trust and avoiding reputational damage.

Key Findings from "The State of Website Privacy"

Privado.ai's research sheds light on the alarming state of website privacy.

Noncompliance Rates: 75% of the top 100 websites in the U.S. and Europe do not fully comply with CPRA and GDPR standards.
Data sharing practices: Websites in the U.S. share personal data with an average of 17 third-party advertisers. European sites fare better but still share data with six third parties on average.
Industry-specific challenges:
- 79% of media websites are noncompliant, representing 53% of the top 100 websites.
- Similarly, 79% of ecommerce websites fail to meet compliance standards, although they constitute only 19% of the top sites.

The fragmented privacy landscape

In the U.S., the lack of a federal privacy law exacerbates compliance challenges. The CPRA serves as a benchmark, yet 76% of the top 100 U.S. websites fail to comply with its requirements, and a significant portion shares user data despite opt-out requests.

For businesses operating in fragmented regulatory environments, ensuring compliance requires proactive measures and advanced tools.

The high stakes of noncompliance

The financial and reputational risks of noncompliance are substantial:

Monetary penalties: Since 2022, at least 10 U.S. companies have faced fines for privacy violations. In Europe, Amazon was fined $888 million for improperly targeting users without consent.
Reputational impact: Beyond fines, businesses risk losing consumer trust, which can have long-term implications for brand equity.
Operational risks: Privacy breaches may lead to heightened scrutiny and stricter future oversight by regulatory agencies.

Actionable steps for B2B companies

To mitigate privacy risks, B2B companies must prioritize compliance through proactive strategies:

Collaborate with privacy-focused partners
B2B Marketing Agencies like Krein build websites that comply with privacy regulations and align with emerging norms, allowing your internal team to focus on other aspects of compliance.
Develop clear internal processes
Cross-functional alignment on privacy guidelines between marketing and IT teams is essential for safe data handling.
Monitor industry trends
Stay informed about evolving regulations and their implications for marketing strategies such as online advertising.

The road ahead

Privacy compliance is no longer optional. As buyer awareness and regulatory scrutiny increase, B2B companies and marketers must adapt or face potential consequences. By embedding privacy into digital strategies and leveraging the right technologies, organizations can protect their brand while fostering consumer trust.

Krein can help your business achieve full compliance with privacy norms, ensuring your operations align with CPRA, GDPR, and other regulations. Explore our expertise in AI-based Martech solutions, B2B Digital Strategy, and BI Analytics to secure your business against privacy risks.