Retail Privacy

Retail Privacy

Leading retailers want to see a federal approach to data privacy legislation designed to protect consumers, set customer expectations, and provide clear rules of the road for individuals, businesses, and the government. Despite the rapid transformation of the retail ecosystem, our members’ core business remains straight forward – to sell products and services to customers. Retailers have always sought to know their customers well in order to serve them better, and are deeply invested in these long-term relationships. 

Retailers Use Consumer Data to Benefit Customers  

Retailers utilize customer data to administer loyalty programs and provide other consumer benefits that must be considered in the national conversation on privacy. Maintaining strong customer relationships is why we care so deeply about this conversation. Retailers are prepared to accept the responsibility of new privacy requirements to create a national framework that applies to all parts of the data ecosystem, inspires consumer confidence, and recognizes the important relationship retailers build with their customers. 

Retailers Support a Pragmatic Approach to Privacy 

RILA believes that a federal privacy framework should be designed to protect consumers and provide clear rules of the road for individuals, businesses, and the government.   

Retailers’ guiding principle on consumer privacy is that data should be used responsibly to benefit customers. We encourage policymakers to be guided by that principle when considering the practical impact, a privacy framework will have on consumers.   

6 Critical Elements To A Pragmatic And Workable Approach To Privacy At Scale: 

  1. Customers should have reasonable control, access, correction, and deletion rights of their personal information. 
  2. Preemption of state laws to set clear expectations for all consumers and reduce state-level burdens on interstate commerce. 
  3. Accountability for every sector within the data ecosystem by enshrining responsibilities to consumers in-law. 
  4. A risk-based approach to privacy is essential. Critical to this approach is a precise and targeted definition of personal information. 
  5. Create incentives like safe harbors for good faith actors to go beyond baseline privacy requirements. 
  6. Retailers support fair, consistent, and equitable enforcement of privacy laws by an empowered Federal Trade Commission and State Attorneys General. 


  • Ensuring a Safe, Sustainable Future
  • Retail Works for All of Us
  • Privacy
  • Supporting Free Markets and Fostering Innovation

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