An educational series on the EU's soon-to-be-implemented General Data Protection Regulation (GDPR)
Under GDPR, companies must earn unambiguous consent in order to communicate with an EU consumer or collect data from them. However, this consent cannot be hidden in the terms and conditions language or tied to a condition of service.
Instead, consent must be clear and conspicuous. So what does that mean?
On a web page, consent language should be prominently featured immediately above or below the "submit" button where a user would request or volunteer information.
For some marketers, this will mean a fundamental reconsideration of page design and conversion opportunities. It will likely lead to a new design approval processes as companies pivot to GDPR risk mitigation strategies. Regardless, it demands that anyone collecting info from EU consumers consider the definition of "unambiguous" and re-orient sales, marketing, support and billing communications accordingly.
For more informative videos about GDPR, click here, or to view a full webinar on GDPR and consent capture best practices, click here.
About the Author:
Eric V. Holtzclaw is Chief Strategist of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hit bookstores in the summer of 2013. Eric helps strategically guide companies with the implementation of enterprise-wide preference management solutions.