5 marketing actions you will have to stop doing due to the General Data Protection Regulation (GDPR)

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The General Data Protection Regulation (GDPR) heralds the most significant change to data protection law in recent years across Europe.

The new Regulation, which was adopted in April 2016 and will enter into force across the European Union on 25 May 2018, is based on replacing the 28 national data protection laws, expanding requirements and introducing a variety of new obligations to support these core rules .

It is therefore important to accept as soon as possible that the current Data Protection Directive (DPD) is completely superseded by the new regulation and that the GDPR will require a thorough review of the data management policies of all companies and institutions.

The objective of the European standard is to promote legislative harmonisation in the field of data protection and to serve as a single regulatory framework in force in all member states.

Therefore, all EU organisations – whether commercial enterprises or public cambodia email list authorities – that collect, store or process EU personal data must adapt to the new regulatory framework before the above-mentioned date. Failure to comply may result in high costs, both monetary and in terms of corporate reputation.

On the other hand, organizations based outside the EU that monitor and offer products and services to people in the EU will also have to incorporate the General Data Protection Regulation (GDPR) , ensuring the same level of protection of personal data.

Marketing professionals , due to the large amount of information and data that we handle, work in one of the sectors most affected by the new legislation. For this reason, it is important to begin to harmonize our actions with the new legislation .

Although some of the points outlined in the GDPR were already included in current legislation, it is worth remembering five practices that are still common and that we must banish as soon as possible:

1.- We must stop being confusing about data privacy . All Marketing areas, such as Digital Marketing, Online Marketing, Performance Marketing, Direct Marketing, Inbound Marketing , Outbound Marketing, eCommerce or eShop must make it clear that their data protection policy involves “EU Data Privacy Compliance” .

2.- Silence , pre-ticked boxes or inaction will not constitute proof of consent. Clear written documentation must be available to corroborate the users' agreement.

3.- Do not use cookies to track user behavior without their consent.

4.- Clean up previous mailing lists and create a new one that complies with the current General Data Protection Regulation (GDPR) .

“Good lists are based on quality, not quantity of contacts”
5.- The transfer of personal data outside the EU to a third country that does not have adequate data protection is inadmissible.

The European Commission has the power to approve which countries provide an adequate level of data protection , taking into consideration the data protection laws in force in that country and its international commitments.

“Currently, the countries that provide an adequate level of data protection are Andorra, Argentina, Canada, Faroe Islands, Guernsey, Israel, Isle of Man, Jersey, New Zealand, Switzerland and Uruguay.” Source: IT Governance Green Paper
For data transfers to any country not listed, there must be a legal contract stipulating that the non-EU recipient agrees to the required data protection safeguards .

Have you taken note of what you should no longer do from now on? You know, in just three months all organisations, including yours, must have completed the progressive adaptation process and ensure compliance with the new European regulation . What are you waiting for? We are already prepared!