What You Need To Know About The GDPR and Digital Marketing
It has been a big month over in Europe, between the Royal Wedding and the GDPR. While you can argue the importance of keeping tabs on both to stay relevant on social, it is absolutely necessary for anyone involved in digital marketing, website design or advertising to be in the know about the GDPR, even in the United States. Shoutout to Mark Zuckerberg for this one. GDPR stands for the General Data Protection Regulation, and as of May 25, it is in effect as the EU’s new data privacy laws. Sound boring? Hang in there; it’s important. The goal of GDPR is to give individuals in the EU protection and control over their personal data. It also affects how businesses can collect and use personal data. While GDPR is an EU law, it applies to everyone using the personal data of EU citizens and residents. If people living in the EU access your website, GDPR is applicable to your site. That means that if there is even a chance — and trust us, there’s a good chance — that someone from Europe could click through your site, you need to comply. Worldwide, organizations are taking quick action to comply with the new regulations, which isn’t surprising, considering fines for noncompliance with the new privacy laws can begin as high as $20,000.
What GDPR Means For Paid AdvertisingGDPR specifies that if you are using customers’ data to track their behavior for advertising, you must meet the new legal requirements to do so through your advertisements. This means acquiring an explicit, consenting opt-in from users you are advertising to. (You know this by now, but, hey, this is a blog about explicit explanation, so we’re just practicing what we preach).
Guidelines For Complying With GDPR:
- You have to state what data you are collecting and how you will use it.
- The request for consent has to be available in a clear and plain language.
- To consent, visitors to your website have to take an action, like ticking a box. Note: inaction does not constitute consent. If users skip through choosing or “accept” a pre-ticked box, they do not actively consent to the GDPR.