An article from: Antony Humphreys, Adestra (via Figaro Digital), July 5th 2016
“With B2B lists, things are tightening up around consent and proof of consent. The official GDPR definition of consent is complex: “any freely given, specific, informed and unambiguous indication of his or her wishes by which the data subject, either by a statement or by a clear affirmative action, signifies agreement to personal data relating to them being processed”. This means that, using the event stand analogy again, the sales guy that takes your business card to send you more information needs to prove permission is given. So he needs to keep your business card/or scan it for future reference.
In future, you will see companies using a sign-up process on a stand to get the right consent there and then – using an iPad with clear opt-in options. They will create a CRM event to show the leads captured with clear records to enable an audit trail. They can then use this to prove to ICO, if they need to, a clear comms trail down to the contact level. E.g. This person filled in a form at this event, then signed up to this, clicked this submit button, which triggered an email confirmation, and he clicked here to confirm (this double opt-in method is recommended best practice).” – Antony Humphreys, Adestra (via Figaro Digital), July 5th 2016
The focus of Antony’s article is on how Brexit will affect the implementation of GDPR, however it is his predictions and advice on best practice at networking events which drew our eye. Who would predict that a tiny piece of card with a new business contact’s details on could have such potentially drastic implications?
What it means is that we’re all going to need to be a lot more savvy in the future and find ways of documenting and proving consent from those we’ve met at networking events or even on the morning coffee run.
There are some big changes ahead, but Antony’s article provides some handy tips for implementing the changes you’ll need to make before GDPR becomes law in 2018.