Data Protection Regulation Changes
With the Data Protection Act on course to change in 2018, it's critical you understand the changes, and what they mean for your business.
What will change?
A lot of changes will be implented in the new Data Protection Act, the main ones are listed below:
Control - Customers will get more control over their personal information. It should be easy for them to change, view and remove information. Customers will have the right to port all their data from one company to another. They will also have the right to be forgotten, which requires companies to delete people's personal data when asked to. Currently, some marketers charge customers to access the information they hold on them, the new law means your customer can access their information free.
Consent - You will be required to always gain consent to opt your custome's into your email marketing list. If you're B2C (Business to Consumer) you are already required to gain consent from your customers. Currently B2B (Business to Business) are not required to gain opt ins from businesses, however, in 2018 this will change and everyone will require an opt in. Consent can be verbal, written or online (e.g. tick box). Your customers MUST be asked to Opt In as of 2018, you cannot offer them a tick box with the option to Opt Out. Any method you do use should be recorded adequately. Customers will also have the right to opt out of being profiled according to their interests and behaviour, unless they have previously consented to it or it is required as part of your terms and conditions.
Inform - You are required to keep your customers informed of everything that happens to their data. You must be clear on what will be done with their data. As well as this, you must inform your customers if your company suffers a breach/if your customers have been hacked.
When will I need to start making changes?
It is recommended that you start implementing the changes needed to comply with the 2018 Data Protection Law as early as today. Why? The answer is simple. It'll save you time. If you begin making changes to your practises as of today, then when the law does change in 2018, you'll be on top of things.
If you're B2B and don't currently ask businesses to opt into your mailing list, you might want to start now.
Take time to research the upcoming changes. You need to understand what it means for your business and your customers. You can click here to view a handy guide from the Information Commissioner's Office.
Want to learn more?
Take a look at our Email Marketing Courses.
By Callum Atkinson - 23 Mar 2017