Forewarnings regarding the General Data Protection Regulation (GDPR) have been tossed around in the preceding year like weapons. This EU law comes into action in May 2018 and it will certainly change the data protection scene forever. Though, the GDPR impact will definitely make a huge difference, for advertisers and marketers, obeying with its necessities is much less difficult than many people think.
What Is The GDPR?
The GDPR is a fresh European Union Regulation and it was developed to secure EU citizens from data breaches and privacy violations in our increasingly data-driven world.
In simple, the GDPR gives the user full control of their personal data. The new law will have a massive impact on digital marketing, particularly in regards to how we deal with personal data for commercial reasons and what businesses have to do to guarantee agreement. The variations in the GDPR will present countless challenges for businesses, and one of the biggest for digital marketers will be permission management.
Why Is The GDPR Actually A Good Thing?
While the first reaction might be to resist the new law, the GDPR will benefit both businesses and consumers. Consumers will get complete control over their personal data, the “right to be forgotten”, the right to data manageability, and the right to know when your data has been hacked (within 72 hours). For businesses, they will enjoy one simplified regulatory environment for the complete EU market. This means cost savings by removing the need to consult the individual laws for each EU member country. Additionally, companies will get the advantage of a more effective and efficient exchange of the data.
GDPR Impact on Digital Marketing
For those who belong to the digital marketing world the changes to accord with are one of the most important parts of the GDPR. Some the points that should be noted by those sending marketing communications include:
- Recording who gave consent to data processing and how it was given is important.
- Making it easy for individuals to remove there is consent is a necessity.
- If you are processing data for multiple reasons, then you need to be sure that you have consent for all of them.
- You need more than just silent approval, pre-ticked boxes or inactivity for GDPR level agreement i.e. Consent must be given keenly as opposite to assume.
The Right To Be Forgotten
Consumers under the new regulation have the right to remove or access data under certain circumstances. For example, if the data has been illegally collected, or data collected when there was no legal reason for processing that person’s data and information where agreement to data processing has been reserved. For many organizations the difficult issue is how to work out how to keep track of what the status of the data is and to make sure that any communications that make a request to be forgotten are assembled with. That’s what needs to be undertaken before May 2018.
A New Attitude
The GDPR needs a pretty substantial attitude shift to personal data, which for years has been viewed by many organisations as theirs to handle and manage as they prefer. The certainty is that the probabilities of agreement will be expressively enhanced with the right attitude:
- Start seeing data privacy as the starting point and default situation
- Get used to taking an approach of applying the privacy impact valuations to systems and processes to decrease the risk of harm through information misuse.
- See your company as accountable for the security of data through its lifecycle.
- Be clear in your data protection procedures and policies.
- Approach data protection preventively and proactively – look to actively avoid matters rather than having to make compensations after the event.
- And in the last, start developing more respect for the user privacy. We are so used to the feeling that having consumer data is our right, but that kind of approach needs to be changed as it can become very costly in the future.
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