MONEY SHOP
General Data Protection Regulation (GDPR) came into force on 25th May 2018
Here are a few GDPR do’s and don’ts from our Financial Plumber, Footwear Retailer David Gummers. F
irstly, if you have a website you must ensure that your privacy rules are clear on the site. If you don’t, a good designer will be able to add these
rules to your site. Your Privacy Rules must state how you intend to use any information you
receive. Make it clear how you use the information in a statement, which should appear on your website.
These things are absolute NO NOs under the new GDPR rules: NO cold calling of the public. You cannot contact any individual for
marketing purposes by email, text or phone without their express permission under any circumstances. If you phone it must be to a legal business entity not an individual within that business
Do not use Whatsapp or Messenger for business marketing use, unless
you have individual’s permission. You can contact people you with whom have a previous relationship.
Retailers can contact an established customer for example but not for marketing without express permission– and a supplier can contact a retailer to ask for payment or to ask if the retailer would like to see the next season range.
The supplier cannot send any marketing material without direct
consent to an individual. They can send an email to a generic email address but not an individual.
A business can send an email to a generic email address where the
person cannot be identified. You can no longer personalise the email without their consent. So you can say Dear Managing Director but not Dear David or Dear Mr Gummers.
You can telephone any company as long as they are not on the
Company Telephone preference service. You would need to call the marketing department and ask if you can send a marketing email to an individual. If they say “Yes” it is advisable to state: "Thank you for your time on the phone and for giving permission to contact you."
40 • FOOTWEAR TODAY • JUNE/JULY 2018
I am NOT lawyer, if in doubt seek legal advice. I have covered what I have gleaned from talking directly the ICO.
If you would like David to look at your business costs, he promises that if he cannot save you any money you pay him nothing. But for every pound he saves, you pay him 15 pence.
If you want to learn more, email David on david@fdickinsonfootwear
.co.uk,
call 01229 580654, or visit www.fdickinsonfootwear
.co.uk
I would reiterate do NOT cold call an individual It is not advisable to follow up if they do not reply. On every email you send from your business you should have a
paragraph below the signature recognising the GDPR rules, whether it is to a generic email or to an individual:
"T o comply with GDPR I will only send marketing and sponsorship requests
to a business generic email address and not to an individual in the company without their express permission. See our Privacy Rules on our website/s” and put your website address here.
“Any company can UNSUBSCRIBE at any time by telephone, email or text,
I will remove all your company details. Where an individual within a company or personally has consented, they can later withdraw that consent by saying UNSUBSCRIBE at any time by email, text or telephone and your details will be removed. I never share information with third parties."
Always be transparent when you make a business call. The ICO will only be heavy if either they get lots of complaints or you are not trying to comply. This is a case where you must be proactive. You need to be whiter than white dealing with the public and when dealing with other businesses.
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