In today’s digital landscape, trust is one of the most valuable assets a business can possess. Digital marketing harnesses the power of platforms such as websites, social media, email, and search engines to promote products and services effectively. It is fast, far-reaching, and highly visible, enabling businesses to connect with broad and diverse audiences. However, in a competitive environment, success is no longer determined solely by price or quality. Credibility, transparency, and consistency now serve as critical differentiators. This underscores the importance of aligning marketing messages with legal documentation. 

Whether a business is leveraging social media, launching email campaigns, or presenting a polished website, all digital marketing efforts must align with the company's contracts, privacy policies, and actual business practices. Any misalignment risks damaging brand credibility, alienating customers, eroding employee trust, and potentially compromising the organisation's legal position. 

In a world where trust can make or break a brand, even well-established companies are vulnerable if they fail to uphold it. Today’s consumers are more informed and discerning than ever. They detect inconsistencies, scrutinise online reviews, and demand accountability. Businesses must acknowledge this reality and ensure that their messaging reflects the integrity that their audiences expect. 

Consumer Rights and the Legal Landscape 

Modern consumers are drawn to brands that embody authenticity, consistency, and transparency. Trust fuels customer loyalty, and loyalty drives revenue. Achieving this trust begins with the internal alignment of a business, particularly in its legal foundations. 

South Africa’s Consumer Protection Act 68 of 2008 (“CPA”) and the Protection of Personal Information Act 4 of 2013 (“POPIA”) reinforce the consumer’s right to fair, honest, and transparent marketing, as well as data privacy. These legal standards are not merely good business practice — they are legal imperatives. 

Key consumer rights include: 

• Protection against unfair marketing practices, such as bait advertising and price-fixing. 
• Full disclosure of transparent and honest information, including pricing and terms. 
• Accurate representations, without inflated claims or ambiguous promises. 
• The right to privacy is directly linked to POPIA compliance. 

POPIA regulates the manner in which businesses collect, use, and store personal information. Within digital marketing, this means companies must be transparent, obtain informed consent, and only use personal data they are legally authorised to access and process. 

Consent under POPIA must be: 

• Voluntary 
• Specific 

Informed 

Before launching a marketing campaign or online initiative, businesses should consider: 

• Do we have the necessary consent to use this data? 
• Are our messages honest, accurate, and transparent? 
• Are our communications aligned with our contracts, terms, and privacy policies? 
• Is our messaging consistent across all platforms? 

Consistency as a Strategic Anchor 

Consistency extends far beyond visual branding elements such as fonts or colours. Within the context of business operations, it means: 

• Privacy policies align with opt-in forms, communications and data processing practices.  
• Marketing claims are supported by contract terms and the actual delivery of goods or services. 
• Staff training reflects the company’s publicly stated values and legal commitments. 

Conclusion 

To build and maintain trust in today’s digital world, businesses should: 

• Align marketing efforts with legal documentation to eliminate any gaps or ambiguities. 
• Demonstrate authenticity and consistency — both customers and employees are paying attention. 
• Proactively assess and manage risks through regular audits of marketing and legal assets. 
• Use personal data only where informed consent has been appropriately obtained. 
• Share only information that is accurate and not misleading or harmful. 
• Implement robust internal policies and ensure team members are appropriately trained. 

Trust is not built overnight, but with clarity, compliance, and consistency, it is entirely achievable — and well worth the effort. Contact an expert at SchoemanLaw Inc for assistance.  

Written by Nicolene Schoeman-Louw, Specialist Technology, Commercial and Contract Law, SchoemanLaw Inc