DATA PROTECTION


GDPR


has contacted you directly usually has already given permission for you to use their information and market to them but you will still need to gain a second form on opt-in consent if explicit consent to send marketing emails hasn’t been given. If you have purchased your data from a third party, chances are you don’t have permission at all. In this case you will need to make sure the people you are contacting are aware you have their data. You can do that by asking for them to give their consent through the double opt-in process.


By making it easier for people to withdraw from my marketing, am I going to lose my database? The new regulation states that you must make your withdrawal process clear; it needs to be as easy to withdraw consent


as it is to give it – this doesn’t necessarily mean you’re going to lose your customers, it just means you’re being more upfront and clear about your processes. Under the legislation, data subjects


now also have the Right to Erasure and the Right of Access. The Right to Erasure applies when data is no longer necessary in relation to its original purpose or when the individual withdraws their consent. There are certain restrictions to this that will prevent a person to their Right of Erasure. Right of Access is the right that


individuals have to obtain certain information, for example, access to the personal data you hold of them, or confirmation that their data is being processed. In this case you must provide a copy of the information free of charge.


We market to a niche audience, how will GDPR affect us? Regardless of industry, GDPR will have an effect to your business. To begin your journey, you will need to define your audience as some businesses will be more affected by the change, for example organisations whose services are intended for children will have new rules and regulations to adhere to. If your


business is aimed at children (this is anyone under the age of 13) you will need to obtain permission from a


❝


parent or guardian and prove you have permission from


A GOOD PLACE TO START ON THE JOURNEY TO GDPR COMPLIANCE IS WITH DATA CLEANSING


them in order to market to these people. You still need to make it easy to


withdraw consent at any time if you’re marketing to children, just the same as you would when marketing to an adult – you need to ensure your policies are written in the appropriate language for children to understand.


Will GDPR affect my existing data? The regulation will impact the way you market to your existing data but it won’t have a direct impact to that data. The law affects the things that surround your data such as how you’re handling and protecting it. All businesses will be impacted by the basics of GDPR and will have to adjust their business policies and processes in order to become compliant. By starting now and giving yourself plenty of time to adjust you can become compliant with minimal disruption to your business.


Early preparation is key Following these steps will help you get started with the basics of GDPR, and they can be taken now. It’s important that you take the time to properly look through your own policies and procedures, and make the necessary amendments as these can be called upon for inspection at any time. GDPR isn’t something that can be


done overnight, and depending on the size of your business you may require help in order to be compliant. We’re currently in the process of making the necessary changes at Fast Web Media to ensure that not only is our agency fully compliant, but that we’re providing the best recommendations to our clients. Email marketing is a great place to start as it forces you to sort your data and add in the necessary legal requirements of double opt-in marketing. There are dedicated websites to guide you through the process, or you could speak to an agency for guidance.


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