The 25th May 2018 will introduce tougher data protection regulations, and with this will come significant changes to the way in which businesses use data, particularly for marketing purposes.
The main changes for marketers to data protection regulations once GDPR is in place, will predominantly revolve around consent with regards to the use of an individual’s data. This ensures that people will have clear choices upfront regarding how they wish their data to be used, as well as being able to easily change consent when they deem necessary.
In the grand scheme of things, this isn’t an enormous change to current regulations, the Information Commissioner’s Office (ICO) has provided some draft guidance on how the GDPR will differ:
Current Data Protection Directive
‘Any freely given specific and informed indication of his wishes by which the data subject signifies his agreement to personal data relating to him being processed’.
‘Any freely given, specific, informed and unambiguous indication of the data subject’s wishes by which he or she, by a statement or by a clear affirmative action, signifies agreement to the processing of personal data relating to him or her’.
Put simply, individuals must be clearly informed in very simple terms about how their data will be used, and must physically accept these terms in order for businesses to market to them.
Those businesses carefully selecting and nurturing their data have very little reason to feel nervous about the forthcoming changes, however, those that may have become accustomed to acquiring data through misleading or deceptive tactics will need to quickly reassess their processes.
The Information Commissioner’s Office has said that GDPR is an ‘evolution in data protection, not a burdensome revolution’, and therefore businesses should not panic about this damaging their marketing efforts, but it should instead make their marketing more efficient and more targeted.
Data lists will reduce as a result of GDPR, however reaching individuals on your data list that are highly unlikely to bring any value to your business will result in time, effort and money wasted in contacting them. By having specific data of those that have a genuine interest in your business and the products or services you offer you will ultimately receive higher quality leads.
So far there has only been draft guidance released, the ICO is awaiting Europe-wide guidelines to be published to ensure consistency and this is expected in December.
Take a look at our infographic below for some of the main changes for your business to consider and prepare for prior to May.