Direct Marketing, Adtech and Digital Tracking

Presenters

Phil Mennie

Partner, Forensics & Integrity Services, EY MENA

Session overview

This session will examine the operating model behind PDPL marketing compliance: consent management platforms, web and app analytics, SMS and WhatsApp campaigns, third-party audiences and the agency and platform contracts behind them. It will cover where consent is captured and where it fails, how opt-outs reach every vendor, what evidence of consent will stand up to scrutiny, and how SDAIA's October 2026 draft amendments to the Implementing Regulation would tighten evidence-of-consent and withdrawal requirements.