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While the Safeguards Rule originally became law in 2003 to set standards for reasonable safeguards to protect customer information, it saw very little enforcement in part due to the flimsy language used that instructed dealerships to implement reasonable safeguards without specifying any requirements thereby leaving room for interpretation.
OEMs and Dealership Service Providers (DSPs) across the market work with multiple types of lead providers who are collecting online consumer information also known as Personal Identifiable Information (PII) which includes Name, Address, Phone, and Email. In some cases pre-qualifying credit information or financial information related to a vehicle transaction is also being collected and exchanged by lead providers.