GDPR and Marketing

The EU's General Data Protection Regulation (GDPR) has significantly impacted marketing practices by enhancing consumer privacy rights and imposing stricter rules around using personal data. Here are some key implications:

• Requires explicit opt-in consent to collect and process personal data for marketing purposes. Cannot pre-check opt-in boxes.
• Limits profiling and targeted advertising without explicit consent.
• Anonymizing customer data used for marketing is recommended.
• Provides consumers the right to access their data and have it deleted.
• Data collected must be minimized to what is adequate and relevant.
• Requires appointing a Data Protection Officer (DPO) to oversee compliance.
• Imposes data breach notification within 72 hours along with guidance to affected users.
• Substantial penalties for non-compliance - up to 4% of global revenue.

As a result, marketing teams must overhaul data practices to gain active consent, limit data usage to core functions, securely manage data, and provide transparency. While challenging, GDPR ultimately fosters trust and sustainable engagement with customers.