The General Data Protection Regulation (GDPR) has left every digital resident in awe. Implemented on May 25, 2018, its goal is to empower customers to use data safely and securely. It protects individuals in the European Union and European Economic Area from privacy breaches.
What else does it bring?
Lawfulness, Fairness, Transparency
Purpose Limitation
Data Minimisation
Accuracy
Storage Limitation
Integrity and Confidentiality
Interesting, right? That was a brief overview of GDPR. Now, let’s shift to its impression on marketers. Many business owners worry about rising expenses or an adverse effect on digital marketing. Do you feel the same? For clarity, here’s the real impact of GDPR on digital marketing.
1. Opt-In / Opt-Out
GDPR ended “implied consent” or “soft opt-in.” Consent must be explicit. Marketers can only email users if they actively choose to opt in. For example, a form must include an unchecked box that the user can select.
2. Data Capture Forms
Forms must now collect only specific, necessary information. They also need to be designed in a way that proves GDPR compliance.
3. Marketing with Legitimate Interest
Marketers can still send emails based on legitimate interest, but with clear limits. Compared to consent-based marketing, this approach is broader yet riskier. It offers flexibility but demands safeguards, transparency, and the option for users to withdraw at any time.
4. CRM
Under the “right to be forgotten,” users can request the complete deletion of their data from your systems. You can’t just mark them as “do not contact.” This means adjusting CRM practices and ensuring removal from all connected databases upon request.
5. Events
Marketers can no longer add event attendee lists to campaigns without explicit verification of opt-in.
6. Data Governance
Every new contact requires consent. Whether you import contacts, scan business cards, or link data from tools like Sales Navigator, you must prove opt-in compliance.
The GDPR provides an opportunity to establish lasting trust with customers. Update your website’s privacy policy and systems to align with it. Work with a professional IT service provider if needed—because GDPR compliance is no longer optional.