Data Privacy and Consent Management for Successful Marketing in 2020
Data Privacy and Consent Management legislation (DPCML) is expanding rapidly, and your marketing is affected. To succeed in 2020, staying on the right side of the strict privacy legislation is crucial for your marketing success. Learn how this legislation and other data privacy regulations impact your business.
What is Data Protection Regulation?
General Data Protection Regulation is a new level of data protection for the European Union. The main priority of this legislation is to protect consumers privacy and personal information of its citizens.
What is Consent Management and Privacy?
One of the key aspects of General Data Protection Regulation (GDPR) is Consent Management. It’s a system that enables the website to obtain user consent and collects data through cookies whilst on their platform. For example, manage the personal data of your visitors such as web activities and email.
A key component of this regulation is regarding “records of processing activities” which ensures companies adhere to the General Data Protection Regulation legislation. There has to be proper documentation of how your system processes and stores data.
Why Consent Management and privacy is Important for your marketing?
With General Data Protection Regulation (GDPR) now being enforced, companies are hit with major data privacy fines. You have to ensure your marketing messages remain compliant with the personal data regulations.
United States is also affected by this regulation via the California Consumer Privacy Act, which is rolling out this year. If your website have international traffic from all over the world, then you are affected by these consent regulations.
What are the guidelines of Consent Management and privacy?
These new privacy regulations are forcing companies to invest in systems to help them comply. Businesses should not process data unless it’s lawful and purposeful.
Here are some guidelines to ensure the processing of your customer’s data is legal:
- Mandatory ‘Opt-In’ Consent: Is the process used to describe when a positive action is required in order to subscribe a user to a newsletter list, for example.
- Easy ‘Opt-Out’: Your consumers must have an easy way to “Opt-Out” or “unsubscribe” from your marketing activities.
- Modify their Information: Users can modify their information at any point in time. They must be able to go in and change the data about them.
- If there’s a data breach: You have to alert the authorities within 72 hours so they know what’s going on.
How to Comply with Consent Management and privacy?
One option is to hire Data Protection Officers to ensures that all marketing campaigns and consumer data processing systems remain legislatively compliant.
Every organisation should be aware of the Data Privacy and Consent Management and by incorporating data compliance systems your business can get ahead of the curve.