“What lies at the heart of the General Data Protection Regulation (GDPR), or EU data law, is that the current level of consumer opt-in consent used in nearly all consumer contact will not be sufficient under the new regulations. It will render data unusable, or there is the prospect of proposed fines running to tens of millions of Euros.
Of course, there is a temptation to look for a shortcut, or to delay aspects of the compliance process, but really they only delay the inevitable, and are more costly in the long run. All companies at some stage will come under scrutiny from the Information Commissioners Office (ICO), or members of the public, and the combination of hefty fines and consumers having the ability to claim damages for misuse of information is difficult to ignore. There could even be the possibility of a PPI type move towards the public demanding compensation on a large scale, plus of course, harm to brand reputation” – Anthony Hawkins, Verso Group via Smart Insights, January 28th 2016
Anthony’s piece looks into the key implications of GDPR for digital marketing. He delves into the details of consent, changes companies will have to make to their data processing practices, and the implications for those who do not comply.
Most interesting of all are his predictions relating to PPI which has cost banks billions in legal cases. Anthony suggests that legal companies are getting ready to jump on board the GDPR bandwagon and start encouraging the prosecution of marketing companies on a level similar to PPI. It’s a terrifying thought and well worth a read.