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PROTECTION DATA


YOU AND T HE ❝


Data protection laws are going to change in May and if you run a small business, this WILL affect you


David Carlson, Head of Technology at Fast Web Media, on how to make sure your business is compliant


What is happening? The General Data Protection Regulation will impact all businesses, particularly in the way marketing communications are sent to customers and how we look after our data. Failure to comply with the new rules will result in businesses being fined 20 million euros or 4% of the global annual revenue, whichever is the greater amount.


What can I do now to ensure my business will be GDPR ready? The GDPR is designed to harmonise the way businesses are storing, archiving and disposing of their data, so a good place to start on the journey to GDPR compliance is with data cleansing. You need to gain a good understanding of what data you hold, why you have it, what you intend to do with it, how you’re keeping it and how you discard it. There are a few ways to do this – you can either do it yourself in-house or there are companies that will help you. Once you know what data you have, things will start to become a lot clearer. Another part of becoming compliant is


the security of your business. You need to assess any potential holes within the safeguarding of your company and ensure you have the right measures in place to protect your data from any potential breaches. If you don’t have any protection in place, start with anti-virus software and make sure your systems are set to


42 SME


automatically update and notify you of any critical updates or speak to a technology solutions partner. If you’re not protected then you could be facing large fines. A key part of GDPR which is often


overlooked is the updating of policies and procedures; you need to update these to be in line with the new regulation, but it’s also a way of proving your business has made the necessary changes to become compliant. All your documentation and audit logs are essential to prove compliance – without carrying out the necessary paperwork your business risks failing to meet expected standards. There are people who can act as your appointed GDPR officer to make this process a lot easier – this is probably more helpful to the SME market.


We already use opt-in marketing, why do I need a second option and what does it mean? Double opt-in marketing is an additional step added to the subscribing process. Anyone who registers to receive your email correspondence will now have to confirm they do, in fact, want to register, and they’re not an automated marketing robot. This is done by following a link that is emailed to them after the first opt-in stage. The second stage, clicking the link, confirms the identity of the person registering and improves the quality of your data as you have the correct information. You should also think about adding a short summary to explain why you are asking for the consent of the data subject.


ANYONE WHO REGISTERS TO RECEIVE YOUR EMAIL CORRESPONDENCE WILL NOW HAVE TO CONFIRM THEY DO, IN FACT, WANT TO REGISTER, AND THEY’RE NOT AN AUTOMATED MARKETING ROBOT


You may also need to gain consent from


your existing contacts but this depends on where your data was originally sourced. It’s also important to understand that the laws surrounding consent are changing; currently the law states that consent is implicit but this will soon become explicit and must be clearly expressed. Anyone who has come to your website or


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