GDPR – Marketing & Advertising Law

What is the GDPR?

On 25th May 2018, businesses will be facing a massive impact on how they collect, record, store, use, or erase personal data.

Will the GDPR apply to my business?

EU-based businesses, as well as anyone processing the personal data of EU citizens, will be affected by the GDPR.

ico Guide to GDPR

How will GDPR affect me?

The UK currently allows a soft opt-in approach to email marketing. The soft opt-in means that data collected through meetings, networking, business card exchanges or a checkbox for signing up all count as a soft opt-in.

The new legislation will make double opt-in essential for companies who want to continue marketing after this date.

What are the benefits?

The new GDPR will create a more trusting relationship between you and your contacts.

It helps your contacts to understand exactly what data is being collected and how it will be used.

The new law provides contacts with the right to easily specify and update permissions therefore it should lead to fewer unsubscribes and spam complaints.

What are the rules for email marketing?

You must not send email marketing to contacts unless:

  • they have specifically consented to electronic mail from you
  • they are an existing customer and you have given them a simple way to opt in every message sent

You must:

  • not disguise or conceal your identity
  • provide a valid contact address so they can opt out or unsubscribe
  • check if customers want to be contacted by fax, phone, post or email
  • give them the chance to object
  • get their permission if you want to send them other offers or promotions
  • ask for their permission if you want to share their information with another organisation
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How do I get consent with GDPR-friendly forms?

MailChimp have built GDPR-friendly forms that can be quickly set up to help you get contacts’ consent. These forms will have check boxes so contacts can choose whether to opt in and you’ll be able to customise the field labels, checkbox options, and legal text. MailChimp keeps a record of when it was submitted by a contact so you can prove consent if the need arises.

The process of updating, exporting, and sharing contacts’ data is quicker and simpler. Therefore, if you receive a data request, you’ll be able to send them in a single step from within your account.

When you delete someone, MailChimp removes all traces of that contact’s personal information. Anonymous reporting data will remain visible, but any use of a contact’s name and email address will be removed.

MailChimp: GDPR Forms

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