Do you need to know more about Data Protection?

28 September 2017

How do we get GDPR to work in our favour?

Not all data processing and direct marketing agencies fully understand the complexities of compliance, and often the larger companies are the most at risk.

Once you’ve assessed your data and made the necessary updates for compliance, it may not be as simple as you think to get your customers to opt back in to receive communications - and would you even know when opt-in needs to be a compulsory option?

Did you know that there are times when you are legally able to contact customers who have opted out?

During our years of helping customers maximise the value of their data, we have come across a number of beliefs which needed to be challenged. To make sure your information is up to date we have listed our top 6 myths about Data Protection, showed how they relate to the GDPR legislation and then offered some advice about how they can be used.

The new General Data Protection Regulation (GDPR) is all about Transparency, Integrity and Confidentiality.

For the first time people will have rights - by law - about how their personal data is used. This includes the right to be forgotten, the right not to be pro led, the right to access their data - and more.

GDPR clearly has far-reaching implications. It changes the way we collect, store, analyse and process personal data. But, it’s not the responsibility of marketing alone. Everyone from data controllers, processors and system designers will be responsible for the safety and integrity of data held.

Consent is one of the biggest changes. People must give consent freely, providing ‘specific, informed and unambiguous agreement to data processing’. But it goes further. Businesses need to then prove this consent.

There are also new restrictions on the processing of ‘special categories of data’ such as ethnic origin or even biometric information. And, where services are provided to children under 16, their parents must give consent.

Though an EU initiative, Brexit doesn’t mean we can opt out. If you trade with the EU, hold personal data on EU subjects, or monitor behaviour of EU citizens, you still need to comply with the law. And, it’s likely the UK will adopt some semblance of law anyway. GDPR is happening whichever way we look at it.

So, how do we as marketers get GDPR to work in our favour?

With the clock ticking down to the May 2018 deadline for implementing GDPR, download our ‘6 Myths and Facts of Data Protection’ free now.

6 Myths and Facts of Data Protection

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