Digital marketers are navigating a new era of consent.
The new European framework for data protection, GDPR (General Data Protection Regulation), is changing the way companies communicate and market to consumers. Failure to comply can lead to fines up to 20 millions Euros or equal to 4% of global annual turnover, whichever is higher.
If you have an online presence, chances are you are subject to its requirements, irrespective of whether you are based in or outside the EU. Collecting information such as email address, location, cookie data, or IP address all falls within scope. Knowing where (and what) consumer data you hold is not enough. You need to be able to show consumer consent for data collection and processing, implement and maintain procedures for robust internal privacy controls, and ensure a sufficient level of protection for personal data. What’s more, companies need to set up mechanisms that grant individuals the right to access their data on request, as well as allow them the ‘right to be forgotten’ (right to erasure).
We can help you ensure your marketing and data practices are GDPR compliant.
The penalties for non-compliance are punitive, but don’t let that scare you into deleting all your data. Get in touch to find out how to thrive in a new era of marketing while respecting best practices in data protection.