An article from: Michael Barnett, Marketing Week, December 16th 2015
“The EU has settled on the final text of its General Data Protection Regulation (GDPR) after four years’ debate, however marketers were spared some of the most stringent proposed provisions.
The requirement for “unambiguous” consent is less onerous than “explicit” consent, as previous drafts specified, but it still rests on a “clear affirmative action” by consumers. This can include ticking a box on a website but silence, pre-ticked boxes and inactivity do not constitute consent.
Brands will also need to give specific and clear information on what will be done with personal data.” – Michael Barnett, Marketing Week, December 16th 2015
It’s not much of a condolence but the fact that GDPR could have turned out a lot worse is something at least. Nevertheless it doesn’t change what needs to be done to comply in just 18 months.
According to some, the 2 year grace period simply isn’t long enough to put in place the complex systems which GDPR will demand for any company storing or using personal data, but the fact is that we have one. Canada for instance had 6 months.
Michael’s article may be older than some available here, but the interpretations he offers are just as valid today as they were 10 months ago.