So We All Understand What Gdpr Means For Marketers Right?
How should a digital marketing agency be preparing for GDPR?
How should a digital marketing agency be preparing for GDPR?The arrival of GDPR inches steadily closer. We are all still being bombarded with emails about whether or not we are prepared. Ironically the continued existence of such emails has potential GDPR implications in itself!So are you prepared? The problem is that some areas are still a little unclear. It does seem as though the goal posts keep shifting. Is it just you that feels a bit confused or is everyone in the same boat?To help us start answering this question we turned to some recent research by the company Econsultancy. They conducted a survey in January 2018 amongst over 1,000 marketers in the UK. The results indicate that 59% of client-side (ie business-based) marketers still feel unclear about what does and does not constitute compliance with the GDPR.Let’s take a look the three main areas of confusion:1. ConsentThis is the number one area that people struggle with. On the one hand, the principles of GDPR emphasise the need for individuals to give explicit consent to their data being used. We are told by the ICO that :
- consent requires a positive opt-in;
- we are not to use pre-ticked boxes or any other method of default consent;
- consent must be specific and ‘granular’ so that you get separate consent for separate things.
- legitimate interests;
- public interest;
- contractual necessity;
- legal obligations;
- vital interests.
- You are a public authority
- You conduct large scale regular monitoring
- You process large scale special data categories (e.g. health or legal records, or financial data)