Intent data is one of the most powerful tools for sales and marketing teams—but if you’re not careful, it can also be a legal minefield.
Regulations like GDPR (Europe), CCPA (California), and other privacy laws are cracking down on how companies collect, store, and use personal data.
If you’re buying or using intent data without understanding compliance, you’re playing with fire.
Let’s break down what you need to know so you don’t end up with fines, lawsuits, or a PR disaster.
Using intent data legally means following three key principles:
✔ Transparency – Businesses and individuals should know when and how their data is being collected.
✔ Consent – Some regulations require explicit opt-in before data can be tracked and used.
✔ Security – If you’re storing or using personal data, it must be protected from breaches and unauthorized access.
Fail to follow these rules, and you could be facing millions in fines—or worse, a total ban from collecting data in certain markets.
🚩 Buying Data Without Knowing Its Source
Many intent data providers pull information from questionable sources and resell it. If you don’t know where the data came from, you might be using illegally collected information.
🚩 Tracking Users Without Consent
GDPR and CCPA require clear disclosure before tracking website visitors. If you’re running intent tracking without user consent, you’re at risk.
🚩 Storing Personally Identifiable Information (PII) Without Protection
If your intent data includes names, emails, or IP addresses, you’re responsible for securing it. Data breaches lead to fines and lawsuits.
🚩 Using Intent Data for Cold Outreach Without Permission
GDPR prohibits contacting individuals who haven’t opted in. If you’re emailing prospects based on intent signals from third-party data, you might be violating the law.
Before buying intent data, ask these questions:
1️⃣ Where does this data come from? If they can’t provide a clear answer, don’t trust it.
2️⃣ Is it collected with user consent? Ensure data sources comply with GDPR and CCPA opt-in rules.
3️⃣ Is PII (Personally Identifiable Information) included? If so, you need a compliance process for handling it.
4️⃣ How often is the data refreshed? Old, outdated data isn’t just useless—it can also be non-compliant.
5️⃣ What security measures are in place? Make sure your provider protects data against breaches and leaks.
The best companies don’t just follow the law—they go beyond compliance to build trust.
✔ Use first-party data whenever possible. Website traffic, CRM activity, and product engagement are all legal, high-quality intent signals.
✔ Be transparent about tracking. If you’re using cookies or tracking pixels, let visitors know and give them control.
✔ Respect opt-outs and unsubscribes. If a prospect doesn’t want to be contacted, honor that immediately.
✔ Work with data providers who prioritize compliance. Vet any third-party intent data before using it.
GDPR, CCPA, and other privacy laws aren’t going away—and they’re only getting stricter. Businesses that use intent data ethically and transparently will have the advantage.
Want to see how compliant, high-quality intent data works?
View the Intent Data Slide Deck to see intent data done right. If you’re ready to use intent data without risking legal trouble, you can purchase it here.
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