If you are a marketer and lack familiarity with data privacy regulations like the GDPR, it can hurt your business in more ways than one. The Information Commissioner’s Office (ICO) has closely monitored and scrutinised marketing activities in the UK to ensure their compliance with the GDPR. As a marketer, you want to ensure you don’t get in trouble with the law enforcement authorities.

Suppose you want to get a clear picture of the data privacy regulations that apply to your marketing activities and learn about best practices for protecting your best interests. In that case, you have come to the right page! In this article, we will share everything you need to know about ensuring the marketing consent you have collected is in line with the GDPR. But before we dive in, let’s understand what GDPR is, why marketers need to comply with it, and the various obligations they need to fulfil.

What Is GDPR?

The General Data Protection Regulation (GDPR) was enacted by the European Union and enforced in 2018. The goal of this regulation was to support the public’s right to data privacy by preventing the misuse of any individual’s data in the name of a marketing activity.

Why Are Marketers Obligated To Maintain Compliance With GDPR?

Marketers must be careful about safely handling their data subjects’ personal data. They must not misuse them for additional gain. Law enforcement agencies and the Information Commissioner’s Office (ICO) ensure the GDPR has been adequately enforced. Any marketer guilty of improperly complying with the regulation faces penalties and legal issues. Marketers must remember that if one or more of their data subjects reside in the European Union or the UK, they must comply fully with the GDPR. This means the obligations to maintain compliance are not restricted to the organisation operating in the European Union or the UK.  They must do so globally if their customers include anyone in these regions. If the company actively trades in the EU, it may need an external GDPR representative to achieve compliance.

Various Obligations Marketers Need To Fulfil To Maintain Their Compliance With GDPR

The GDPR limits marketing activities, especially the use of personal data in campaigns. The Data Protection Act and UK GDPR protect the privacy of individuals in the UK. Therefore, marketers must have a valid, lawful basis for collecting, using, and processing personal data.

Marketers must appoint a data protection officer (DPO) or outsource this role to ensure compliance. They must tell them how to withdraw consent to stop receiving marketing communications. Most importantly, marketers must securely store personal data and valid consent, preventing unauthorized access to their marketing databases.

Five Things Every Business Should Know About GDPR Marketing Consent

Marketing consent is essential for establishing the lawful basis for any marketing activity. Under the UK GDPR, marketers must collect and store valid consent from data subjects to comply with data protection regulations.

Valid consent means the user must willingly provide it without being forced to do so as a condition for accessing products or services. The user must take affirmative action to confirm their consent. Opt-in mechanisms should avoid questionable features, like pre-ticked checkboxes. Consent must be specific to one clause, not bundled with other clauses or objectives. Users must also be fully informed about why consent is requested and the type and frequency of future marketing communications.

We hope this article clarifies how GDPR applies to marketing. Also, it points out the importance of obtaining valid consent.  This consent is a lawful basis for collecting, processing, and storing personal data. Staying GDPR compliant helps avoid legal issues and ensures business continuity. IConsulta is a reputable data protection service for guidance. If unsure about any steps

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As an experienced business and finance writer I understand the corporate landscape and the driving forces behind it. Over the years I’ve shared my insight and knowledge with key industry publications and dedicated my time to showing how business leaders can make their organisations more effective.