Posted on14 October 2017 11:00 AM GMT

4 Key GDPR Questions that still need Answering

FeaturedGDPR
4 Key GDPR Questions

With only a few months to go before GDPR comes into force, we still have some very significant questions which have yet to be answered. The UK Government will not be publishing the final legislation and guidance on these questions until December, at which point it will either become much harder to use CRM data for B2B, or the legislation will have it’s teeth removed in the UK (though not in the rest of the EU / EEA).

 

Here are the key questions that when answered will have a big impact for most compaies on how we will be conducting business in 2018. We have tried to get definitive answers on these, but depending on whom we speak with we get conflicting ones:

 

Is there going to be opt-out marketing in any way for B2B?


When we asked them, and referred to their guidance, Lawyers and European sources which already have firm legislation in place say no, however the Direct Marketing Association says yes, making this still highly contentious.


It’s worth noting that individuals, including partners and sole traders are entirely opt-out whatever happens at this point, which means that as a B2B operation you still will have to manage a potentially significant part of your contacts in a B2C manner.


How do we promote new events and products from our CRM contacts?


This is the single biggest question which remains unclear. Our strong guidance is that you should prepare as well as possible now by getting as many of your contacts to double opt in to marketing (in a GDPR compliant manner), and to ensure that your contracts allow you to communicate effectively with your customers.

 

It is crucial to note here the specific separation of marketing communications from other comms under GDPR.

 

How will Brexit affect GDPR?


The Government says it won’t, and that the UK will retain full GDPR compliancy, but then you also have senior cabinet members like Boris Jonson saying they well might. The combination of Brexit, in-complete UK GDPR legislation, and now the future uncertainty around customer data, is creating a perfect storm for companies who are preparing to be GDPR compliant.

 

This question will continue to roll whilst Brexit is underway, and be further exasperated in a post Brexit world.

 

How long can UK companies keep CRM contact records?

The pending GDPR legislations will require that companies only hold valid, relevant personal information, and only for as long as it can be justified to be in the individual’s interest for that data to be held.


How long the data can be held requires further clarification, some Affino clients have been advised that they cannot reasonably hold prospect contact data for more than four months without engagement from the prospect. They have further been advised that they must archive / delete non-essential personal information of ex-customers.


The relationship between the company and customer is not defined by when you last called your customers / sent them messages, only by the permissioning and interaction from their side.

 

It is also goign to be crucial to keep the contact records up to date as it will be illegal to base some commercial decisions on out of date contact records.

 

There are many more lesser questions that still need answering, but these four will reshape how business is done in the UK and indeed around the world, as it affects all EU citizen’s data.

 

We live in a world where we’re approaching the point where voices can be cloned accurately; videos can be generated with near exact likenesses of individuals; devices know where we are almost the whole day; our personal and business relationships can be sold without our full understanding; and we can be identified from an average of 12 anonymous browsing URL’s.

 

Privacy and control over our personal information will become paramount, so we are big supporters of a solid GDPR implementation by the UK Gov, which will go a long way to protect us all.

 

We’ll keep you posted on the answers to the above questions as soon as the legislation is published in December.

 

 

Markus
Posted by Markus
Popular Comments RSS Feed Content Subscriptions
Tweet Facebook LinkedIn Tumblr Pinterest Google+
Add New Comment
You must be logged in to comment.

Did you find this content useful?

Thank you for your input

Thank you for your feedback

Blog Navigation


House Music Label Odyssey
"Thanks for sharing this article , I am making an "...
30 days ago
4 Key GDPR Questions that still need Answering
"Thanks for that update Markus. It would also be "...
19-Oct-2017
9 of the Best Compressor Pedals for Your Consideration
"Hiram - I believe it's the OTA / Ross Compressor T"...
01-Oct-2017
9 of the Best Compressor Pedals for Your Consideration
"Great post! What kind of compression does the C"...
01-Oct-2017
Affino 8 Coming July 2017
"We've pushed this back for a number of great "...
27-Sep-2017
Affino and GDPR
"Hi James, we will be working on the Suspend side, "...
20-Sep-2017
BOSS is quite literally Bossing things again these days
"This is the best information. If you want to "...
13-Sep-2017
Waiting

Driving business at some of the world's most forward thinking companies

Rovio
IDG
Procurement Leaders
Ocean Media Group
Gill
Drewry
Shard Media Group
PPA
AOP - Association of Publishers
Briefing Media
IMRG
FG Insight
Investigo
TTG

Our Chosen Charity

Humanity Direct

And delivering industry leading awards

2016 British Media Awards - Technology Provide of the Year - Silver
2014 PPA Connect Awards - Procurement Leaders awarded Event Brand of the Year
2014 PPA Digital Publishing Awards - Procurement Leaders awarded Business Media Digital Brand of the Year (Again!)
2014 PPA Awards - Procurement Leaders awarded Business Media Brand of the Year (Again!)
2014 AOP Digital Publishing Awards - Procurement Leaders awarded Best Business to Business Website
2013 PPA Awards - Procurement Leaders awarded Independent Publisher Digital Product of the Year
2013 PPA Awards - Procurement Leaders awarded Business Media Brand of the Year
2013 PPA Digital Publishing Awards - Procurement Leaders awarded Business Media Digital Brand of the Year
Let Us Call You Back
Contact Us
Request A Demo