Re: BCMT Centre
Suzanne MacDonald Carr from the Business Coaching, Mentoring & Training Centre breaks down the crucial information businesses need to understand about the General Data Protection Regulations (GDPR) that is in force already with a looming deadline for businesses to be compliant by May 2018.
The first thing to understand is that the GDPR extends and is more rigorous than the Data Protection Act (DPA) and supersede PECR – which regulates electronic marketing which was drafted and implemented before the surge of internet marketing and growth of electronic medium and so it is wildly out of date.
GDPR exists to protect all of your personal data and to prosecute rogue organisations who misuse your data. So if we are using data for business we must make changes to ensure we comply.
So, is electronic marketing dead in the water due to the changes we need to make? Well, like most things in law, it’s about compliance, reasonableness and proportionality. The law applies to data that can be tracked to an individual, so Google analytics and tracking tools that hold IP Account information and addresses are affected.
A common misconception is it only applies to personal data, however, if you sell B2B it applies to you. Even if you only email corporate addresses the law still applies.
You will not need explicit consent to send a mailer/lumpy mail, letter, brochure or catalogue as long as it is clear how to stop the mailing. Direct mail is allowed under the ‘legitimate interests’ of your business.
Four points about direct mail
Source: SOON it is coming GDPR will affect us all, Limelightdesignandprint.com, 2017
Take Action between now and May 2018:
The BCMT Centre can help you to get your head around GDPR. If you like to discuss, or you have any questions, call 01473 359 248.