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How will the GDPR and ePrivacy Directive affect your marketing? #
As marketers we’re used to dealing with changes and advancements, be they in the technology we promote and sell, the marketing practices and techniques that we use or the laws and regulations we must abide by. With regards to the latter, there are some significant changes on the horizon that we should all be aware of and adapt our marketing to comply with.
22 February 2017
[caption id="attachment_135" align="alignleft" width="128"]
Darren Farnden, Head of Marketing[/caption]
As marketers we’re used to dealing with changes and advancements, be they in the technology we promote and sell, the marketing practices and techniques that we use or the laws and regulations we must abide by. With regards to the latter, there are some significant changes on the horizon that we should all be aware of and adapt our marketing to comply with.
1. General Data Protection Regulation (GDPR)
General Data Protection Regulation (GDPR) is new European legislation that will come into force from 25th May 2018 and although the UK will be in the process of leaving the EU by then, it will still apply to anyone who collects or processes the personal data of any EU citizen. The UK Government is also expected to introduce ‘equivalent’ legislation to ensure we are able to continue to trade effectively with the EU post-Brexit. Therefore, it’s important we all know how to comply with GDPR and understand the effect it will have on our businesses, and in particular our marketing activities.
This new legislation is making headlines due to the tough financial penalties it threatens for data breaches - 4% of global turnover or €20 million. Whilst the security of our data is very important this legislation has wider reaching implications for marketers including:
Explicit consent
Currently, most organisations rely on an opt-out approach but the new legislation will force an ‘opt-in’ based approach where explicit consent must be given (and proven) for each purpose (not bundled together). So, if you collect an email address for billing purposes, you can’t just use that for marketing and wait until they unsubscribe - they must explicitly agree to receive marketing emails from the beginning and this consent must be recorded.
Right to be forgotten
Consumers must have the right to opt-out and have all data about them removed. Now this is a sticking point in the proposals, as whilst consumers should have the “right to be forgotten” there also needs to be a failsafe in place to ensure businesses retain access to data they genuinely need e.g. financial or transactional records.
Third party data
The new laws will give consumers more control over where their data is stored and how it’s used. This will make it very difficult to buy / use data lists from third parties for marketing purposes.
Darren Farnden, Head of Marketing[/caption]
As marketers we’re used to dealing with changes and advancements, be they in the technology we promote and sell, the marketing practices and techniques that we use or the laws and regulations we must abide by. With regards to the latter, there are some significant changes on the horizon that we should all be aware of and adapt our marketing to comply with.
1. General Data Protection Regulation (GDPR)
General Data Protection Regulation (GDPR) is new European legislation that will come into force from 25th May 2018 and although the UK will be in the process of leaving the EU by then, it will still apply to anyone who collects or processes the personal data of any EU citizen. The UK Government is also expected to introduce ‘equivalent’ legislation to ensure we are able to continue to trade effectively with the EU post-Brexit. Therefore, it’s important we all know how to comply with GDPR and understand the effect it will have on our businesses, and in particular our marketing activities.
This new legislation is making headlines due to the tough financial penalties it threatens for data breaches - 4% of global turnover or €20 million. Whilst the security of our data is very important this legislation has wider reaching implications for marketers including:
Explicit consent
Currently, most organisations rely on an opt-out approach but the new legislation will force an ‘opt-in’ based approach where explicit consent must be given (and proven) for each purpose (not bundled together). So, if you collect an email address for billing purposes, you can’t just use that for marketing and wait until they unsubscribe - they must explicitly agree to receive marketing emails from the beginning and this consent must be recorded.
Right to be forgotten
Consumers must have the right to opt-out and have all data about them removed. Now this is a sticking point in the proposals, as whilst consumers should have the “right to be forgotten” there also needs to be a failsafe in place to ensure businesses retain access to data they genuinely need e.g. financial or transactional records.
Third party data
The new laws will give consumers more control over where their data is stored and how it’s used. This will make it very difficult to buy / use data lists from third parties for marketing purposes.
- ICO Blog: GDPR guidance in 2017
- Entanet Opinion: Could new data protection rules mean the end of SMEs?
- Entanet Opinion: Guest Blog: The new Government and Brexit: what does it mean for the Internet industry?
- Entanet Opinion: Update: Could new data protection rules mean the end of SMEs
- Entanet Opinion: Update 2 – Could new data protection rules mean the end of SMEs?
- Entanet Press: Finance & Management - Standing in the way of control?
- DMA Website: General Data Protection Regulation
- ICO Website: Overview of the General Data Protection Regulation (GDPR)
- Computer weekly: ICO sets out plans to issue GDPR guidance
- Computer weekly: UK legislation will mirror EU’s GDPR, says Matt Hancock
- EU GDPR website: GDPR Portal: Site Overview
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