In recent years, governments have undertaken revisions to privacy regulations. Originally written in a world that hadn't yet conceived of how the internet would impact our lives, updated regulations define consent and data protection. Last year's approval of the General Data Protection Regulation (GDPR) by the European Union Parliament has far-reaching effects – and enforcement begins in less than a year.
Beginning in May 2018, organizations will have to receive explicit consent from customers and be subject to fines if they aren't in alignment with the regulations.
"GDPR is simply the next step down the road to universal, unambiguous consent," said PossibleNOW President and CEO Scott Frey. "Knowing that we're entering the age of permission-only interaction between company and consumer, we've spent more than 15 years engineering the tools enterprise companies need to earn consent, manage preferences and maintain a single repository of customer data for demonstrable compliance."
Adopted to strengthen data protection for individuals within EU countries, GDPR is designed to give people more control over their personal data. Here's what your company needs to know:
Who should be concerned about GDPR?
Companies with employees, customers or goods for sale in the European Union must bring their marketing and customer contact operations into alignment with the regulation. This means companies around the globe will need to update their data collections processes.
What are the penalties for non-compliance?
Companies that don't comply with GDPR can receive fines as great as 20 million euros or four percent of total worldwide annual revenue, whichever is larger.
What does "consent" mean?
The conditions for consent have been strengthened in GDPR regulations. Companies will now be required to state terms and conditions in plain, clear, accessible language. Furthermore, consent must be as easy to revoke as it is to give.
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace.
With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today.
Labels: data collections processes, data protection, European Union, explicit consent, GDPR, manage preferences, non-compliance, personal data, privacy regulations