Apr 05, 2022
In General Discussions
It requires a positive indication of agreement - it cannot be inferred from silence, pre-ticked boxes or inactivity. It's this scope, coupled with the strict interpretation that has had marketing and business leaders alike in such a fluster. And rightly so email list. Not only will the business need to be compliant with the new law, it may, if challenged, be required to demonstrate this compliance. To make things even more difficult, the law will apply not just to newly acquired data post May 2018, but also to that already held. So if you have a database of contacts, to whom you have freely marketed in the past, without their express consent, even giving the individual an option to opt-out, whether now or previously, won't cover it. Consent needs to be gathered for the actions you intend to take. Getting consent just to USE the data, in any form won't be sufficient. Any list of contacts you have or intend to buy from a third party vendor could therefore become obsolete. Without the consent from the individuals listed for your business to use their data for the action you had intended, you won't be able to make use of the data. But it's not all as bad as it seems. At first glance, GDPR looks like it could choke business, especially online media. But that's really not the intention. From a B2C perspective, there could be quite a mountain to climb, as in most cases, businesses will be reliant on gathering consent.