We’re now in the final stretch. Just days to go to “that date”.
I’d like to think that regular visitors to the Data Protection Network have all laughed at their fair share of “misguided re-consent” communications blundering into their inboxes and they’ve perhaps drawn breath in through their teeth at over some of the over ambitious interpretations of Legitimate Interest. Hopefully everyone is now sitting comfortably waiting for the 25th. Only that’s not really the point of the GDPR, is it?
If you are still pushing towards that deadline and expect to put your feet up afterwards then think again. Here are three reasons why:
2. Secondly. businesses using customer data that have undergone major data process re-engineering are likely to find that the effectiveness of channels changes. Yes, the wise ones have worked through scenarios and made projections of how their business will change but that’s never perfect. With the wide scope of the GDPR it’s impact on the digital media landscape and 3rd party data world may be significant. The change in 1st party data volumes and 3rd party reach and effectiveness warrants close consideration. Many of the digital media changes are happening very close to May 25th and may be difficult to scale in impact . As a consequence the brand marketing model for acquisition and retention may need careful, objective analysis and it’s worth bearing in mind that not all advice offered may be entirely independent.
3. Finally, the spectre of the ePrivacy Regulation (replacing the Privacy in Electronic Communications legislation), is looming just around the corner. We hear snippets, we hear of “harmonisation” between the GDPR and ePrivacy (a very good idea) but we have little detail. Given that this will impact the data, digital and media landscape (and most spend is in digital these days) expect more challenging conversations. These will be more about business decisions rather than process ones, which have tended to be the mainstay of GDPR.
- It’s not over on 25th May. It’s part of the longer term change to consumer control and centricity, and marketers need to get ahead on that.
- Your marketing business models may need review in the light of changes, ePrivacy is coming, and it’s not just a bolt on to GDPR.
- Don’t panic (unless you have no GDPR plan in place, in which case I suggest earthquake sized panic).
Charles Ping, 12 May 2018
The information provided and the opinions expressed in this document represent the views of the Data Protection Network. They do not constitute legal advice and cannot be construed as offering comprehensive guidance on the EU General Data Protection Regulation (GDPR) or other statutory measures referred to.