Updated November 2017
GDPR Ready Email Data
What is the GDPR?
The General Data Protection Regulation, GDPR, deadline of 25th May 2018 is prompting many businesses to look at the ways they collect, process and use any personal data in their business.
GDPR aims to further protect the privacy rights and interests of citizens and replaces all data protection laws for EU members, including the UK’s own Data Protection Act (1998).
It is to ensure that all countries that trade with or within the EU process personal data in the same way and have similar and fair penalties for breaches in data protection.
What is Emailmovers doing to prepare for the GDPR?
Working with the DMA and ICO
Emailmovers has been following the process since the first text was published in January 2012. We have been gearing up for the changes by working closely with the Direct Marketing Association and ICO regularly in order to make sure we can continue to offer our services to our customers in compliance with the legislation when it comes into force.
All of our current employees have, or are in the process of completing an IDM Award in General Data Protection Regulation to ensure we all have a good solid understanding of the changes that are happening in our industry and what it means.
One of our Directors also sits on a panel of experts at numerous GDPR related conferences.
How is your data processed and going to be compliant in May 2018?
One of the main changes is around the different legal premise for which data can be processed. There are six in all but for the purposes of marketing we are concerned with either ‘Consent’ or ‘Legitimate Interest’.
If a business decides to use consent it would need to have opt-in permission from all contacts. There is a move away from ‘implied’ consent to ‘explicit/unambiguous’ consent. Pre ticked boxes will be
replaced by the active ticking of an un-ticked box or a ‘clear affirmative action’.
Emailmovers already relies on this approach to data permissioning on all the B2C consumer data it sells.
A business can also use the legitimate interest precedent for their direct marketing particularly where they would like to contact employees of Public/Private limited companies or local authorities with a B2B communication. In this respect they would conduct their marketing on an unsubscribe/opt-out basis.
Emailmovers uses this approach to legitimise the B2B data it sells.
Emailmovers processes personal data in line with GDPR because we do the following:
1) We are clear with individuals why we need their data at the point of collection
2) We always use clear and concise language appropriate for our target audience
3) We give individuals control over their data. They are always able to decide whether to share their personal data with us or not
4) Under the GDPR principle accountability, Emailmovers is able to demonstrate that we are compliant. We always record the legal grounds for processing an individual’s personal data
There will be certain things you will also need to do in order to be compliant with the new legislation – talk to one of our experts to see how you can benefit from using Emailmovers GDPR ready data.
I would like to know more…
We will be updating all of our customers on the latest developments from the EU regarding data protection and the GDPR, in the run up to May 2018.
Our team of data protection experts are on hand to support any requirements or questions you may have regarding data protection and GDPR. Please do not hesitate to contact us for further advice and information on firstname.lastname@example.org.