“Even if businesses have remained unaware of the path towards legislation, few can have missed the fact that the uses and abuses of customer data have been a hot topic for years.
Something was always going to be done, at some point, especially as the EU data protection directive, which the new laws will replace, was written in 1995 – it is essentially a relic of a pre-internet age, and certainly not fit for purpose in this time of social media, cloud computing and the Internet of Things.
The GDPR will bring definition, clarity and accountability to data practice. Much more than bringing in a code of ethics, it will enforce transparency and create a legal framework around the ‘Single Digital Market’” – Steve Woolley, Chartered Institute of Marketing, April 25th 2016
Steve Woolley’s answer poses many questions in itself – yes data protection laws and by extension B2B marketing was always set to be updated to fit the digital age, but was the severity of the laws really necessary? I couldn’t possibly comment but time will certainly tell.
The overriding message here is that preparation is essential and changes will have to be made for a large number of UK companies. In Steve’s words: “data protection is no longer a talking point, it’s the new reality”.
The full article is well worth a read and offers some fascinating predictions about GDPR and the implications for all companies working in and out of Europe.