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Purpose – The article discusses the ramifications for corporate reputation of the current concerns about consumer data privacy in order to identify potential risks and benefits for corporations in their relations with consumers and other stakeholders.Design/methodology/approach – The article discusses the ramifications for corporate reputation of the current concerns about consumer data privacy in order to identify potential risks and benefits for corporations in their relations with consumers and other stakeholders.Findings – This review suggests that there are indeed significant concerns for corporations about how consumers feel about corporate use of personal and, in particular, behavioral data. However, there are steps that corporations can take to demonstrate their commitment to data privacy that can mitigate potential reputational damage and even strengthen their image with consumers and other stakeholders.Originality/value – Data privacy as a reputation asset has been little discussed in the literature to date. [ABSTRACT FROM AUTHOR]