What does the GDPR imply for the marketing industry?

May 29, 2018 9:00 AM

The emergence of the internet has meant a democratization for society. It has allowed access to information and new ways of communicating and relating between people. However, this great change has meant the emergence of new organizations, which work and develop their activity from the collection and commercialization of private data. In this context, comes into play the famous phrase "when a product is free, it is because you are the product".

As of May 25, 2018 the GDPR -General Data Privacy Regulation- is applied. At Fragment Agency, as a digital agency, we ask ourselves, what changes will this new legislation imply in the development of the marketing activity as we know it.

1. Data acquisition

Under the new law, the collection of data should be clear and transparent, and should indicate users the exact for the data being collected. At the same time, users must specifically indicate their willingness to give their data for the purposes for which they are collected. On the other hand, companies only have the right to collect those data that are relevant for the development of the activity that is intended to be carried out, and no other.

2. Processing and storage of data

Consumers’ data can only be used for those purposes for which they have been collected. It must be stored in a secure manner, and consumers must be given the opportunity to update their data as long as it ceases to be relevant or correct. The company is solely responsible for compliance with these requirements, and must be able to prove it.

3. End of the relationship

The retention of data is temporary and it must be destroyed as soon as the purpose on which it was collected is completed. At the same time, consumers should be able to request the instant destruction of their data to any organization.

So, at Fragment Agency, as a digital agency, we recommend taking these answers as a simple introduction, and we recommend seeking legal advice in case you consider it necessary.