• Dean Furniss

GDPR - information you'll need

Updated: Feb 26, 2018

GDPR is set to start this May 2018. This is advice and information that I have attained from various sources, and must not be seen as being legal advice.

This new legislation will have a big impact for all marketers, and will change the way they reach out to their customers.

GDPR (General Data Protection Regulation) comes into effect on May 25th 2018.

Only a small percentage of companies are prepared for the GDPR, and some have never even heard of it.

Even though this is an EU regulation, the UK will be carrying it on after Brexit.

Even if a company is based outside the EU, but processes data of EU citizens, the GDPR will apply to them.

There will be severe penalties for those who breach the regulations. Companies in breach will suffer fines of up to €20m, or 4% of their global annual turnover (whichever is greater). So companies cannot afford to be ignorant of the regulation.

It all sounds doom and gloom, but if you actually think about it, you can use this to work in your favour if you work hard at it. Talk to your existing customers on a regular basis, be more creative in the way you reach out to new customers, work on ways to attract inbound business.

Here's an example of what I'm talking about: If Sam, from France downloads an eBook from ABC Products (just a made up name), ABC Products must explain to Sam how they are going to use his data. So, if the company wishes to send Sam some marketing materials via email, or if they are looking to share Sam's details with someone outside the EU, they need to let Sam know clearly what they intend to do, and get written consent to be able to do it.

Just having a simple tick box on a form won't do, as this isn't compliant with GDPR.

As long as the company has a relationship with Sam, they must remain transparent throughout all marketing processes, and what they intend to do after the relationship has ended.

So the way around this to get Sam to complete a form asking relevant questions about him, but must be related to either the project or him specifically...in other words, not his family or his health for that matter, unless the product requires this info.

It must also be clear that they intend to contact Sam, and obtain his permission with a signature.


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