Inboxes around the world have been inundated with messages from social media platforms, businesses and many others, all suddenly offering revised terms and conditions and asking you to confirm your agreement to them.
Inboxes around the world have been inundated with messages from social media platforms, businesses and many others, all suddenly offering revised terms and conditions and asking you to confirm your agreement to them.
These emails herald changes to data privacy laws in the EU as the General Data Protection Regulation (GDPR) comes into force this week. If your business trades within the EU or collects any data from anyone living within its bounds (even as little as an email address on a list) then you will need to comply with the new regulations. Is your business ready?
Data restriction
Consumers now have clearly defined rights when it comes to their personal data. Businesses must be able to provide proof of consent for all types of direct digital marketing (email, SMS), and provide a reason for keeping the type of data they have on hand. This counts out email scraping and purchased marketing lists, so vet your databases carefully. Be aware that your customers can request information about what data you have on them and exactly how it’s been used.
Every business is accountable
Don’t assume this ruling won’t apply to your business. Everyone from the largest corporations through to the smallest start-ups are required to comply. It may help to seek out Data Protection Impact Assessment information, to help you understand your current data security situation, conduct an audit and identify any possible exemptions.
Seek out guidance
The new regulations cover a lot of ground and can be intimidatingly complex. If you are unsure about how to be compliant, or what to do if you are required to act, seek counsel. Legal experts will be able to highlight the times when you will need to act within specific timeframes, and other pressing actions required under the regulations.
Review your marketing strategies
Do you need to audit and re-consent your email list? Don’t fear the drop in numbers that will likely come as people choose not to opt-in. You have a rare chance to understand just how many people on your list are truly engaged with your information. Review how you use your digital marketing and ask yourself if you can offer content that aligns with your new and recently reaffirmed list.
This is a complex arena but a failure to comply can have staggering legal consequences. Please seek out qualified legal advice if you are unsure how to get your business to comply with the GDPR.
