Saudi Arabia's data protection authority, the Saudi Data and Artificial Intelligence Authority, has entered a new phase of regulatory maturity, marking 2025 as a turning point in its oversight of data privacy practices. The authority announced that its specialized committees issued 48 decisions over the past year against organizations found in violation of the Personal Data Protection Law and its implementing regulations. This heightened enforcement activity underscores the government's determination to entrench data privacy as a cornerstone of the Kingdom's digital transformation agenda.

A structured phase of enforcement

The 48 decisions represent the first substantive wave of adjudications since the PDPL became enforceable in September 2023 following its initial transition period. These committees are vested with quasi‑judicial powers to investigate suspected infringements, review evidence, and impose administrative sanctions, including warnings, fines and orders to remedy noncompliant practices. Their growing caseload signals that enforcement mechanisms are now fully operational and that compliance with the PDPL is no longer optional.

According to the SDAIA's official announcement, the cases covered a diverse set of issues, ranging from unlawful collection and processing of personal data to insufficient technical and organizational security controls. A notable number of cases involved the sending of marketing and promotional messages without obtaining prior consent, a violation that remains widespread across sectors such as retail, telecommunications and financial services. The authority emphasized that such violations undermine individuals' confidence in digital communication channels and contravene the PDPL's principles of fairness, transparency and lawful processing.

Key areas of noncompliance

The authority's enforcement notice highlighted recurring themes among noncompliant organizations. Common violations included:

Processing without a lawful basis. Organizations collected personal data beyond what was necessary for the stated purpose or without a clear legal justification.

Lack of transparency. Privacy notices failed to clearly inform individuals of how their personal data was collected, used or shared.

Inadequate security safeguards. Controllers did not implement sufficient technical and organizational measures to protect data against unauthorized access, loss or misuse.

Unlawful marketing communications. Promotional messages were sent without documented consent or clear opt‑out mechanisms.

These findings serve as concrete illustrations of where organizations continue to struggle in applying PDPL principles in practice. The SDAIA's guidance reiterates that compliance requires not only procedural adherence but also a demonstrable commitment to responsible data management rooted in fairness, transparency and accountability.

Reinforcing responsible data governance

The enforcement initiative forms part of the authority's broader mandate to ensure the PDPL's objectives translate into measurable outcomes. Since the law's introduction, the SDAIA has focused on building institutional capacity, issuing explanatory guidance and launching training initiatives to help both public‑ and private‑sector entities adapt to the new requirements. The authority's recent enforcement actions mark the next logical step: ensuring that compliance frameworks are translated from written policies into operational reality.

This proactive approach aims not only to penalize noncompliance but to embed data protection into corporate governance and day‑to‑day operations. The SDAIA's vision aligns with the Kingdom's national data strategy, which aims to balance innovation and data use with the highest standards of privacy and trust.

Impact on organizations and the market

The increase in enforcement activity will have tangible implications for organizations operating within Saudi Arabia or targeting its consumers. Companies are now expected to reassess their privacy governance models comprehensively. This includes revisiting data flows, updating privacy notices, strengthening consent management mechanisms, and adopting more robust security and audit controls.

Organizations should also consider implementing regular privacy risk assessments and compliance audits — particularly those engaged in high‑risk areas such as digital marketing, artificial intelligence‑driven analytics, and large‑scale data sharing. The PDPL’s extraterritorial reach means that even businesses located outside the Kingdom, but processing data of Saudi residents may face scrutiny.

Beyond risk mitigation, prioritizing compliance offers competitive advantages. Demonstrating a strong data protection posture can enhance consumer confidence and differentiate organizations in sectors increasingly driven by digital trust. Transparent consent processes, well‑trained data officers and responsive privacy management systems will likely become critical factors in sustaining business relationships and regulatory goodwill.

A maturing compliance culture

As the Kingdom pursues its Vision 2030 goals, digitalization continues to underpin economic diversification, e‑government services and AI adoption. Ensuring these advancements rest on a foundation of privacy and security is vital for maintaining both domestic and international trust. 

Future enforcement trends suggest the committees may broaden their scope to cover cross‑border data transfers, data retention practices and children's data protection. Moreover, the authority may intensify its coordination with sector‑specific regulators, such as the Central Bank of Saudi Arabia and the Communications, Space and Technology Commission, to ensure coherent oversight across industries handling sensitive personal data.

Preparing for the road ahead

For organizations, the latest announcement should be treated as both a warning and an opportunity. Compliance with the PDPL should not be viewed merely as a regulatory checkbox but as an ongoing process requiring strategic alignment across legal, technical and governance functions. Senior management must play an active role in embedding privacy by design and ensuring that accountability mechanisms — such as data protection officers, internal audits and incident response protocols — are functioning effectively.

The SDAIA's clear communication of enforcement outcomes enhances transparency and signals a mature regulatory posture comparable to international peers. It demonstrates Saudi Arabia's intent to position itself among jurisdictions where data ethics and compliance are central to the digital economy's sustainable growth.

As privacy governance continues to evolve in the Kingdom, the SDAIA's commitment to enforcement sends a decisive message: organizations operating in Saudi Arabia must not only understand the PDPL but fully implement its principles in daily practice. Those that do so will be better positioned to thrive in an era where trust, accountability and data stewardship define long‑term success.

Bashmah Alsubaie is the CEO of Privacy Professionals.