The Impact of Brexit on Data Marketing

The Impact of Brexit on Data Marketing

The General Data Protection Regulation (GDPR) is a policy from the European Union that was first put forward in January 2012 to replace the UK Data Protection Act 1998. According to previous government announcements, GDPR was due to come into force on 25 May 2018, at which point UK businesses would have been subject to significant penalties and fines if they failed to comply. However, Britain’s vote to leave the European Union has lead to a common assumption that these regulations will no longer be relevant to the UK.

A Place for GDPR in UK Business

Despite this speculation, questions over GDPR’s relevance to British businesses have been rejected by the Information Commissioner’s Office (ICO). Speaking at the Privacy, Laws and Business conference, Baroness Neville-Rolfe suggested that only the specific details of the regulations are likely to require altering, while the societal demands on which the policy is based are likely to remain intact.

According to the ICO, one of the main reasons the GDPR will remain relevant to the UK is the large number of British companies still trading with and seeking data from EU countries. Although it’s unlikely the GDPR will be enforced in the UK if Britain leaves the EU, the ICO argues that the new laws apply to both businesses and data sourced in the EU. This means that any British company processing the personally identifiable information (PII) of EU citizens will be required to meet GDPR standards or risk penalties.

Future Trading Regulations

The ICO has also noted the significance of the GDPR policy on any UK businesses that trade with countries within the EU, suggesting they would have to meet equivalent data protection standards to do so. An ICO spokesperson added: “With so many businesses and services operating across borders, international consistency around data protection laws and rights is crucial both to businesses and organisations and to consumers and citizens.”

In light of this information, DMA chief executive Chris Combernale suggested that businesses should continue with plans to update their data protection processes to ensure they’re only collecting fully compliant data that meets GDPR standards. In fact, Mr Combernale argues that the UK’s decision to leave the EU should not dissuade companies from urgently updating their data collection procedures in time for the original 2018 deadline. “The UK will be looking to enter into a trading relationship of some kind with the EU and so our data protection law will need to be broadly equivalent to the GDPR,” he said.

Seawave Data Compliance

Here at Seawave Media we pride ourselves on remaining in line with any data protection laws that could affect our clients, including the upcoming changes to GDPR. We have the processes in place to ensure our procedures are quickly updated according to any relevant changes in regulation, so you can be sure we’re providing fully compliant data that meets both UK and EU requirements.

July 22, 2016 / Uncategorized

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The Impact of Brexit on Data Marketing

In May 2018, the new GDPR regulations become enforceable for all countries operating within the European Union. The new legislation establishes stringent changes to the way companies collect and process data and even more stringent consequences for those companies that fail to make their data fully compliant. And there’s not much chance that Brexit is going to make any difference; the regulations will become firmly established into law by the time we’ve left, and show little chance of being repealed afterwards. So, if you’ve not already optimised your consumer data processing practices, it’s time to start.

Opt-in data changes under the GDPR

One of the most profound changes that the GDPR will establish is in the way that businesses collect data. Whereas before you could operate under an opt-out policy, ensuring customers had to specifically declare that they didn’t want their data processed, now the opposite is the case. An individual now must actively volunteer their data, with tick boxes being the preferred method. Here are some other details the GDPR specifies:
  • As a default, tick boxed should be un-ticked. There should be further options available that allow the user to select the type of marketing correspondence they wish to receive; email, phone or mail.
  • The data subject is permitted to opt out of data processing at any point after opting in.
  • Consenting to data collection should not be a condition of service.
  • Sending someone an email to ask them for marketing permission is not permissible.
These changes will create profound challenges for companies looking to generate leads from marketing. What’s more, there’s a maximum fine of up to 20 million Euros, or four per cent of global turnover payable for a breach of these regulations; a figure that’s easily enough to send smaller firms into administration.

How to demonstrate data compliance

If companies choose to continue processing their own data after May 2018, there are a number of policies they will have to implement in order to demonstrate their GDPR compliance: • Appoint a data protection officer if at all feasible. • Carefully record and document all data processing activities. • Implement data minimisation and ‘pseudononymisation’ guidelines that adhere to the new regulations. In short, the data protection regulations that come into force next year are a minefield. The entire document clocks up just under a hundred individual articles that need to be adhered to.

Fully compliant data experts at Seawave

The team here at Seawave Media have a professional and comprehensive knowledge of the GDPR and other data protection regulations. It’s of vital importance to us that we operate to the highest data protection standards, and provide the most optimised and highest quality data possible within these regulations. Our goal is to ensure every legal box is ticked, while still providing you with high value consumer lifestyle survey leads that deliver a great ROI.

Contact us today to find out more about how we can help optimise your lead marketing strategy, both right now and after the GDPR regulations come through in May next year.