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Act now to comply with GDPR

Published: 29/03/18

Act now to comply with GDPR

GDPR is the EU's General Data Protection Regulation, which was introduced in May 2016 and becomes law on 25 May 2018.

It requires organisations to implement data protection measures to protect the personal data of consumers and employees against data loss or exposure.

As the name suggests, this new legislation deals with data protection and will apply to all businesses within the EU, but also to any non-EU organisation that processes the personal data of EU individuals. It is also important to note that it applies to those offering goods and services, irrespective of whether any payment is required, including companies who monitor behaviour of those within the EU. It is concerned with the protection of personal data at all stages of data processing, including the collection, storage and use of personal data as well as handling data breach incidents. 

Every organisation that holds personal data will be affected by GDPR.

GDPR identifies data controllers and data processors as the two different entities who have specific obligations within the regulation.

Data controller – determines the purposes, conditions and means of processing personal data.

Data processor – processes personal data on behalf of the controller.

It is important that a company can act both as a controller and processor depending on the exact type of usage and data.

What is the impact?

The new regulation introduces tougher fines for non-compliance and security breaches and gives individuals more say over what companies can do with their data, including the right to have their information removed or moved if requested.

GDPR and Marketing Data

Many companies still want to use personal data for marketing purposes and GDPR has a big impact on marketing data. There are six lawful grounds that data can be processed, the two relating to marketing data are Consent and Legitimate Interest.

Consent is important – rules around third party and soft opt-ins that imply consent to market to an individual have been tightened drastically and if requested by the ICO (the UK's data supervisory body) companies must be able to produce an audit trail to show consent has been granted. 

When processing data under Legitimate Interest, marketeers must weigh up their right as a business to market to someone against that person's right to privacy. In all cases, a clear opt-out must be offered and a compelling case for why someone may be interested must be established. 

How to market and comply

The Direct Marketing Association tells us that the first step to GDPR compliance is to clean your data. With this in mind one of Flint's long-standing associates, Koju Media are offering a free data audit to our clients. Koju Media currently provide data services for Flint and come highly recommended. 

Koju's free data audit will highlight any potential pitfalls with data permissions, duplication, third parties etc.

As well as understanding the do’s and don’ts of GDPR and bringing your data and processes up to code, Koju Media can also help with:

  • Lead generation
  • Data supply
  • Marketing consultancy

Koju Media only deal with premium partners for their business/consumer data to guarantee accuracy and full compliance, all our partners are working closely with both the ICO and DMA, and we can produce compliance packs to verify the steps we have taken to ensure accuracy and compliance.

Don’t get caught out by the changing data regulations and log on to www.kojumedia.com to organise your free data audit.

Contact Alan Jones, Head of Insight - 07710 235 496

1 Bell Street


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