The new law around data comes into force in April 2017 yet we have found at Brighter Directions, many of the organisations and people we speak to who have a marketing agency or team, still don’t know enough (or at all) about the changes and the impact it will make to marketing.
This legislation has been underway in Europe for the past few years and was approved this year to come into force globally from April 2017 – with just a few short months away, it’s time you get your house in order, or risk being fined substantial fees!
In essence, what the changes mean is that ALL DATA you own, as an organisation will be affected.
- All use of EU customer data must be unambiguously and freely opted-in for.
- The existing data you hold must be ‘repermissioned’ and specifically requested again
- Brands have two years to become GDPR compliant – that gives brands until May 2018 to clean up their data sets and make sure that contacts, email ones in particular, have given their free, unambiguous, and informed consent to be contacted.
- Organisations not complying with the new legislation will risk fines of up to 4% of global annual turnover.
In June, we were asked by leading Marketing publication CMO to explain the new legislation, as an expert marketing agency and provide plain English on what this would mean for marketeers activities over the coming months and years, you can read the article in full here.
We made a very clear statement in this article that the friction between sales and marketing is going to get worse in the short term, but will likely mean improved performance for things such as email marketing campaigns over the long term period.
In the coming months, Brighter Directions will be creating a number of opinion and action pieces of information, as a result of this legislation. If you would like to learn more about how to protect your business, and the actions you must take, please contact our team on info@brighterdirections.co.uk and we will add you to our list to receive copies of all associated content on this topic.
To learn more about our expert marketing services, visit our new website at www.brighterdirections.co.uk
