Preparing for GDPR

With the new GDPR coming into force on 25th May 2018, many of our clients are asking how this could affect them when purchasing email data, as there are a lot of mixed messages concerning this.

What is the General Data Protection Regulation?
  • GDPR is a new EU regulation to replace Directive 95/46/EC.
  • This will ensure we have one data protection law and increase individual rights

Over the last year, the legal team at the Direct Marketing Association have been working to decipher the GDPR to ensure that marketing companies are aware of the new rules and can remain compliant. Key points to note are –

  • Schools Suppliers marketing to School and School Teacher Data, fall under the business to business marketing regulations. These are significantly different to the requirements for personal financial or other sensitive data, such as medical history.
  • There has been concern that email marketing to corporates may become opt-in and this is often where some of the confusion has arisen.
  • The rules for business to business marketing will be largely the same under GDPR as they are at present.
  • Email marketing is currently governed by the Privacy and Electronic Communications Regulations (PECR) and this will stay the same until any subsequent revisions to E-Privacy Regulation are agreed and in force.
Email Data

Email data purchased from Schools Mailing meets all the necessary regulations, details of which are as follows:

  • Employees of corporate data, i.e. limited companies and government departments, are provided on an opt-out basis NOT opt-in.
  • Emails to Employees of corporates are given the option to easily unsubscribe or opt-out from receiving further email marketing
Basically, you must ensure that:
  1. You give the recipient the option to easily unsubscribe or opt-out from receiving further email marketing
  2. The product or service you are promoting is relevant to the audience you are emailing. Schools suppliers marketing to school teachers is appropriate but E.g. promoting a Pilot’s conference to Head Teachers would not be appropriate.
  3. You follow the GDPR rules concerning:
    1. The right of access – If an individual asks what information you hold on them, you must provide this without delay. (e.g. name, job title, email address for a head teacher)
    2. The right to erasure – If an individual asks for all data that can identify them to be erased, you must erase this without delay.

More information on the Individuals’ rights can be found on here.

We will continue to closely monitor the situation and inform our clients of any changes should they occur.

Useful links:

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