How will GDPR affect your marketing database?

33% of consumers say they will erase personal data as GDPR comes into effect


According to a new survey by SAS, 56% of adults in the UK welcomed ‘the right to object’ to the use of their data for marketing and profiling, which will be brought into effect with the General Data Protection Regulation (GDPR).

So what exactly is GDPR and what does it mean for marketers?

What is GDPR?

GDPR is an EU regulation that will supersede the UK’s Data Protection Act 1998, and will apply to all EU member states from 25th May 2018, IT Pro explains.

Technology and data have changed a lot in recent years and the aim of the new legislation is to give people more control over how their personal data is used, and to ensure that the laws surrounding data protection are the same throughout the single market. It will also bring tougher fines for non compliance and data breaches.

How could it affect marketers?

The legislation will impact ‘controllers’ and ‘processors’ of data, with a controller defined as one who chooses how and why personal data is processed, and processors being the ones who process it.

It will also apply to controllers and processors who are based outside the EU, as long as they’re dealing with data belonging to EU residents.

According to Digital Marketing Magazine, GDPR will affect marketers in three key areas:

Opt-ins, opt-outs and consent regarding communications – Consumers will have to agree to their data being used, as GDPR states consent must be “freely given, specific, informed, and unambiguous” and expressed through a “clear affirmative action”.

The legal basis for processing personal data –While this may sound daunting, it will just mean marketers won’t collect data for unnecessary or frivolous reasons.

The right to be forgotten – In giving people more control over their data, GDPR will allow individuals to access and remove their data by withdrawing their consent.

SAS’s survey found that a third (33%) of consumers expressed a desire to erase their personal data following the introduction of GDPR, so this could be problematic for marketers in the midst of creating or executing personalised campaigns.

The change of direction may cause temporary difficulties but marketers will simply need to change their approach to consumer data, and even view it as a new opportunity to get creative with their campaign strategies.

And with preparation, marketers shouldn’t get caught off-guard when GDPR comes into effect.

Data can be a useful but tricky tool for marketers. If you’d like help making sense of the numbers, Fireworx can help. Why not get in touch today?