“December 2015 saw the completion of the trilogue negotiations for the General Data Protection Regulation (GDPR) legislation text. May 2016 saw the GDPR become law, although it does not actually come into effect until May 2018.
Confused? Yep, we are too. As a key player in the data industry we recently attended a DMA hosted ‘Data Protection 2016’ event, which sought to offer clarification on what is a complex and multifaceted piece of legislation, with far reaching implications for the direct marketing sector, both B2C and B2B. But we came out none the wiser and we’re still struggling to get any clarification.
According to the DMA the negotiations have resulted in compromise, which has “avoided many of the worst case scenarios that the DMA feared would make it into the final text.” But should this reassure those of us for whom data is the essence of our business?” – CPB UK, June 14th 2016
This article from the team at CPB UK delves into the tricky details of GDPR, and precisely what it means for B2B marketing. It takes a look at the different implications for email, phone, social media and online marketing and the challenges raised by the the ban on the storage of personal data and prohibition of profiling without prior consent.
The team at CPB UK share our own inhibitions about this new law and whether policy makers truly took into account the centrality of data to so many businesses’ day to day processes. Yet the tide waits for no man, and this article is a great place to start.