Privacy, Consent & Security

Selling direct to consumers means you’re no longer just a manufacturer — you’re also a data custodian. Every order brings personal information with it: names, addresses, emails, and payment details. Customers trust you with this data, and regulators expect you to handle it responsibly.

Privacy, consent, and security are not just legal requirements. They are building blocks of trust. If customers don’t feel safe buying from you, they won’t come back.

Why Privacy Matters

Privacy is about being clear with customers on what data you collect, why you collect it, and how you use it. In the UK, this is governed by GDPR and the Data Protection Act. At a minimum, you need a privacy policy that spells out:

• What data you collect (for example, order details, email addresses, or browsing behaviour).

• How you use it (fulfilling orders, sending service updates, marketing with consent).

• Who you share it with (delivery partners, payment providers, marketing platforms).

• How long you keep it.

The best policies are written in plain English, not legal jargon. Customers should be able to skim it and quickly understand their rights.

Consent: Giving Customers Control

Consent is about giving customers real choice. They should be able to decide whether to receive marketing communications, and their preference should be respected.

That means:

• Using opt-in checkboxes for marketing, never pre-ticked.

• Offering an easy way to unsubscribe in every email.

• Providing a preference centre if you want to offer different types of messages (news, offers, product updates).

• Recording when and how consent was given, so you have proof if challenged.

Cookie banners also matter. If you use tracking for analytics or advertising, you need to give customers a way to accept or reject these cookies and honour their decision.

Security: Protecting Customer Data

Security is about keeping data safe from unauthorised access or loss. For most manufacturers, this doesn’t mean hiring a full-time IT team. It means following sensible practices and choosing trusted partners.

Key steps include:

• Using payment providers that are PCI-compliant (Stripe, PayPal, Shopify Payments). Never store card details yourself.

• Protecting logins with strong passwords and multi-factor authentication.

• Keeping platforms and plugins updated to patch vulnerabilities.

• Running regular backups so you can recover quickly if something goes wrong.

• Limiting access so only the people who need to see customer data can see it.

Think of it like locking up your factory at night. You don’t expect trouble, but you put safeguards in place because the risks are real.

Common Pitfalls

Many manufacturers moving into D2C underestimate this area. Common mistakes include copying a competitor’s privacy policy without tailoring it, bundling marketing consent with service emails, or leaving old customer lists active long after consent has expired. Others forget to update cookie settings after adding new marketing tools. These slip-ups may seem small but can damage trust or invite regulatory action.

Key Takeaway

Privacy, consent, and security are not optional extras. They are the foundations of a trustworthy D2C operation. By being clear with customers, giving them control, and keeping their data safe, you not only stay compliant but also build long-term loyalty.

Start simple: publish a clear privacy policy, set up proper consent capture, and tighten your security basics. As you grow, formalise audits and assign ownership so nothing slips through the cracks.