Imagine you walk into a store and the clerk already knows your name, your birthday, the last three things you bought online, and what you had for breakfast. Helpful? Maybe. Creepy? Absolutely. In digital marketing, we walk a tightrope between personal and creepy. We want to be helpful, but we must respect boundaries—and often, we have to follow strict laws too. This chapter is your guide to staying on the right side of both the law and your audience’s trust.