GDPR will have a Big Impact on Marketers and Recruiters
The General Data Protection Regulation (GDPR) legal framework comes into force in 2018 and will have huge implications for marketing, recruitment, and various other business operations. The GDPR is designed to protect the data of EU citizens, affecting the businesses that collect, process, and store it. That means, even though the UK will no longer be in the EU, compliance will still be required if businesses deal with EU citizens.
There are three very critical ways that the new legal framework will impact marketers and recruiters. They are as follows;
Stricter requirements for consent
One of the cornerstones of the GDPR mandate is that people must give consent freely having been properly informed that they are specifically allowing data to be saved and used. This means simply having a pre-ticked box will no longer be enough; instead people will have to take clear affirmative action before they can be contacted. Marketers and recruiters will have to ensure they do this.
The right to be forgotten
The second important facet of GDPR is giving people the ability to access and remove their data. This will make it easier to opt-out of being contacted and delete records if their data has been stored incorrectly, unlawfully or unnecessarily. Marketers and recruiters will have to give people the ability to access their details and delete them if they wish.
Changing the legal basis for processing data
Basically this will ensure that marketers and recruiters are not storing personal data when it is not necessary. As a result they will have to be far more careful.
Failure to comply with the GDPR framework can result in big penalties and fines. Surprisingly the move could actually be looked at in a positive light though. After-all it will encourage businesses to be more effective when gathering data rather than doing it indiscriminately with no objective in mind. As a result they should see the quality of their data improve.
One of the most important things marketers in particular will need to do is ensure they can react quickly to requests to view data. This will become a legal right and businesses will have to provide it. In addition they will be required to amend and delete records as soon as possible when asked to.
Systems will need adjusting to comply with GDPR and strategies may need to be realigned. Luckily there is a little time until 2018 when the framework comes into effect. It is better to start working now though, investing time and money where necessary to ensure compliance.
Cefar is proud to help clients with their marketing strategies, including those processes that involve collecting, processing and managing customer data.