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GDPR - what it means and should marketers be worried?

GDPR – what it means and should marketers be worried?

GDPR - what it means and should marketers be worried?

GDPR changes – what they mean for marketers

Whether you’re a creative agency or a freelance marketer, now is a good time to run a quick search on “what is GDPR” and the changes coming over the next few months. It’s likely you’ve already seen headlines in the news, on social media and in your inbox.

So, what does it stand for?

General Data Protection Regulation (or GDPR for short) is the government agency responsible for overseeing how data is handled. This is currently controlled by the EU authorities, so regardless of Brexit, you’ll still have to be careful how you go about gaining people’s data and personal information.

How does this affect marketing?

GDPR effects everyone, in terms of marketing it protects consumers from unwanted contact i.e. junk mail. If you control or process data of any kind within a company you must comply with the new rules on handling, holding and distributing this data. As of May 2018, the legislations will be passable by the government, so in other words, it all kicks off in May.

Who and what will it affect in the creative industry?

  • Marketing departments – how campaigns will be structured and targeted to ensure the consumer can always ‘opt in and out’ of CRM and marketing programmes
  • Email campaign management – how you collect data, do you have permission to save that person’s name and email address? If they did not confirm the right to you holding it then you are technically in breach of regulations
  • If you’re a large organisation you will need to appoint a “Data Protection Officer” See https://www.eugdpr.org/gdpr-faqs.html for further information on the subject

Did you know…

  • Computer IP addresses are a form of personal data and restricted under legislation. If you track visitors to your website a cookie policy is required to declare the lawful use of a visitor’s identity. Tracking cookies are small pieces of code which catch the code (door number in plain speak) of your internet connection. This can be used to track location, time spent on website and which pages you visited. These are all good for tracking the whereabouts of web visitors and can help webmasters strengthen the weaker parts of a website structure.

Social Media posts are also a form of personal data, so be careful how you use/share someone’s post next time you’re online.

Further information and details on GDPR can be found here: https://www.eugdpr.org

Hopefully the above has helped? If there’s anything you think we might be able to help out with your creativity, feel free to get in touch.

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